January 20, 2025 - Ross Video Team, Insights & Resources
How Ross Video Delivers Quality and Performance for Modern Broadcasters
Broadcasters face overlapping and competing pressures that impact their operations and the tools they use to create and distribute content to viewers. Generational and technological shifts have changed where consumers access content, how they interact with it, and what they expect from content creators.
According to Deloitte, nearly half of Gen Z viewers and 30% of Millennials say they prefer to consume video content through social media videos or native live streams over traditional broadcast channels. At the same time, streaming giants like Netflix and Amazon Prime are jumping into the live broadcast world, further diversifying the competitive landscape for live events and news coverage.
Maintaining consistent quality and performance is paramount in this high-pressure, high-change environment. Viewers have more options than ever and are fickle about which broadcasters they give attention to. To stay competitive, broadcasters must deliver content of the quality they always have, but across new platforms. They must also account for advancements in content creation and broadcast technology.
Sustained performance in this landscape requires a long-term strategy with technology partners that are committed to continuous improvement. Broadcasters need technology to meet today’s demands while keeping up with future industry trends. This article will explore the steps that Ross Video takes to become a reliable technology partner.
In an industry that never stops, adaptability is critical. Part of that adaptability comes from the ability to streamline workflows, simplify processes across the production lifecycle, and leverage the features and capabilities of a new system. This allows broadcasters to be more creative and get more mileage out of their systems while being confident that their technology will be operational 24/7.
Failing to update and upgrade outdated technology to meet these demands can lead to a variety of problems, including:
Regular technology upgrades—in line with industry evolution—are the key to remaining efficient and competitive as a broadcaster.
Broadcasters need technology partners committed to regular updates, hardware improvements, and customer-driven enhancements. While it’s important for broadcasters to continuously monitor their tech stack to identify areas of improvement, it’s equally important for technology providers to prioritize ongoing improvements to tech offerings to help their customers stay ahead of the game.
One way to do that, which Ross Video employs, is to design products that can adapt to new insights from customers and the industry. We accomplish this by building systems designed for flexibility while also ensuring they remain stable. Because of that, broadcasters can easily transition to new technology standards and expand their tech stack to meet whatever new market demand comes through the door.
At Ross Video, we take pride in deeply understanding the demands of live broadcasting and what it takes from a technology and operations standpoint to deliver the optimal experience for your viewers, as well as a streamlined workflow.
We’ve worked hard, over decades, to establish ourselves as a leader in broadcast technology, with a specific focus on sustained technology improvements to ensure success for all of our customers.
Here are five reasons why Ross Video is the ideal partner in an ever-changing broadcast and media industry.
Ross Video’s technology is known for its reliability in high-stakes broadcasting environments. We have five decades of experience in the broadcast and live media industry, where we’ve focused on crafting technology that is not only cutting-edge but built to withstand the rigours of a changing broadcast industry.
Every day, Ross products power live production for billions of viewers worldwide for news organizations like BBC World and SKY, sports leagues like the MLB, NBA, NHL, and NFL, and awards shows like the Oscars and Grammys.
Whether you’re at this scale or operating a smaller, hyperlocal company, you need assurance that your systems will perform under pressure—both today and into the future. Our systems are rigorously built and tested to meet the highest standards and demands in the broadcast industry, ensuring peak performance when it matters most.
The broadcast industry is rapidly changing, and Ross Video understands that technology must meet today’s demands and adapt to future requirements. Our products, therefore, are developed through close feedback loops with our clients to better understand current and future needs in the industry. This allows us to incrementally improve products to ensure they remain viable as workflows and creative demands evolve.
For example, the OverDrive Automated Production Control (APC) system continues to push the limits of automation. It is fully adaptable to emerging production environments, allowing broadcasters to integrate advanced production capabilities without overhauling their entire setup.
Ross Video doesn’t just provide cutting-edge technology—it backs it up with around-the-clock support to ensure broadcasters always have the assistance they need. Ross Video’s 24/7 global customer support is a critical component of maintaining operational continuity, especially during live events like major sports finals or breaking news coverage.
When broadcasters experience technical challenges, Ross Video’s support team can provide immediate solutions, ensuring broadcasts stay on the air with minimal disruption. Whether through remote troubleshooting or on-site assistance, Ross Video’s customer-first approach keeps its clients operating smoothly under pressure.
Investing in Ross Video’s technology provides broadcasters with substantial long-term value. Ross Video’s commitment to continuous improvement ensures broadcasters don’t frequently need to replace their systems, reducing hardware replacement costs.
For instance, broadcasters using Carbonite switchers have reported extended lifecycle performance due to the system’s adaptability, software-defined architecture, and UX overhauls that adapt to new industry demands. This allows broadcasts to get more out of their initial investment, rather than purchasing new hardware each time a workflow progresses beyond their existing tool’s capability.
As mentioned, Ross Video’s solutions are designed to keep pace with industry trends, offering an ongoing return on investment (ROI) through increased operational efficiency, fewer disruptions, and lower long-term costs.
Lastly, one of Ross Video’s biggest strengths is the modular open-architecture design of its products, which allows broadcasters to scale their operations without massive infrastructure investments.
This modularity, found in products like openGear and Ultrix, gives broadcasters the flexibility to incrementally upgrade systems instead of overhauling entire infrastructures.
This approach ensures broadcasters can adapt to future needs—like IP and UHD—and minimizes total cost of ownership (TCO) by allowing them to upgrade only what’s necessary rather than replacing entire systems. Expanding capabilities incrementally ensures broadcasters stay competitive in an evolving market while managing costs effectively.
Additionally, each Ross Video product is designed not only to meet the demands of today but is also adaptable to the future needs of broadcasters. By building each new generation on the proven success of the last, Ross ensures that its products maintain their reliability, quality, and performance, even as the industry changes and viewer habits evolve.
Every year, new technology, trends, and platforms seem to disrupt how viewers consume content and what they expect from content creators. This change is disruptive and requires broadcasters and media companies to rapidly adapt their workflows and technology investments.
Partnering with a trusted and reliable technology provider—those who are committed to sustained quality and performance—makes operating in this environment significantly more manageable. You want a partner that develops industry-leading technology and is committed to sustained improvement, driven by customer insights and a deep understanding of the industry.
Ross Video has been that partner in the broadcast industry for over 50 years. If you’d like to learn about a specific product or our suite of solutions, contact us today.
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