MUMBAI: The first day of the Broadcast India Show at the Jio World Convention Centre in Mumbai pulsated with the vibrant energy of the broadcast media and infotainment sectors. In an industry where technology evolves at lightning speed, the impact on broadcast and entertainment is profound. Yet, the full spectrum of innovative advancements often feels just out of reach-except for one remarkable occasion each year. For over 30 years, the Broadcast India Show has served as an interactive platform, showcasing groundbreaking shifts in infotainment technology while connecting attendees with the innovators behind these marvels.
As we navigated the bustling trade show, overwhelmed by the cutting-edge equipment and technology on display, one booth captured our attention: Ross Video. Initially sceptical, we quickly found ourselves engaged in one of the most enlightening conversations of the day with Ross Video director- sales, Asia, Simon Roehrs along with Ross Video marketing manager, APAC, Irene Siah. Their enthusiasm was infectious and before agreeing upon giving an in depth interview, they provided a brief overview of the company’s journey.
Founded in 1974 by John Ross in the basement of his Montreal home, Ross Video began with a bold vision. John sold a meticulously restored World War II trainer aeroplane for $3,500, using those funds to launch the company. Remarkably, this initial investment remains the only external funding Ross Video has ever received. Since then, the company has flourished through self-funding and organic growth, reinvesting profits back into the business. In the present, John’s son, David Ross, serves as the chief executive officer, owning over 80 per cent of the company, while dedicated employees hold the remaining 20 per cent.
Now, Ross Video stands out in the ever-evolving media landscape with an impressive array of products and services. Their offerings include state-of-the-art cameras, real-time motion graphics, advanced production switchers, robotic camera systems and immersive augmented reality and virtual studios. Additionally, the company provides video servers, robust infrastructure and routers, social media management solutions, newsroom systems and comprehensive live event production services.
Buckle up readers as Indiantelevision.com’s Rohin Ramesh and Sreeyom Sil dived into an in-depth interview with Simon and Irene. Both were eager to tackle a plethora of questions we had lined up.
Edited excerpts
On the evolution of the company with the increasing demand for cloud based solutions
I’ve been frequently asked about our cloud strategy, both by journalists and customers. It’s a great question! At Ross, we recognise that the cloud is a crucial component of the future, and we’re committed to providing a comprehensive broadcast workflow solution for our customers.
Currently, Ross already offers a substantial range of broadcast-related capabilities in the cloud. This includes video servers, streaming applications like NDI and SOP, as well as graphics, switching, and audio mixing—all the essential elements needed to establish a full broadcast workflow in the cloud.
Additionally, we provide Software as a Service (SaaS) options for customers, particularly in areas like Media Asset Management (MAM). With our SaaS model, we handle the relationship with AWS and deploy the necessary microservices, allowing customers to simply subscribe to our service. This contrasts with our other model, where the customer manages their own relationship with AWS while we assist in deploying the workflow.
Our SaaS offerings include not only MAM but also inception, our Newsroom Computer System (NRCS). This dual approach allows us to cater to different customer needs while maintaining a strong commitment to delivering effective cloud solutions.
On the integrating AI and automation in your product lineup
That’s another excellent question! Honestly, we don’t focus much on our competition. While they do their thing, we concentrate on how we can best serve our customers today and into the future.
AI is not new to us; we’ve been working with it for years. Our research lab, which consists of nearly 500 R&D professionals, is dedicated to this effort. For example, we’ve integrated ChatGPT, one of the leading AI technologies, into our Media Enterprise Management System (MEMS) and our Inception Newsroom Computer System (NRCS). This integration helps streamline the daily tasks of journalists.
Imagine a journalist returning from an assignment with a lengthy story. They may want to create a brief snippet for social media, like an audio or video highlight. ChatGPT can summarise the story into a few concise sentences, which the journalist can then review and approve before publication. This significantly reduces turnaround times for digital content.
Another exciting development is rossbot, which is available on our website. This chatbot allows customers from countries like Japan or Thailand to ask questions in their native languages. Rossbot accesses our extensive documentation and continually learns to provide accurate answers. For instance, if a user asks about a specific company code, Rossbot can deliver a precise response within 10 to 15 seconds. This is a remarkable improvement compared to traditional support channels, where inquiries often take much longer to resolve.
Since deploying rossbot, we’ve seen a stabilisation in the volume of support calls, which speaks to its effectiveness in addressing customer queries efficiently.
On sharing any recent case studies where your company has significantly transformed globally
One of our most successful products is our hyperconverged solution. A significant trend in the broadcast industry, highlighted during events like IBC, is the growing focus on operational efficiencies. Many countries are facing economic challenges, which impact advertising revenue, especially with the rise of social media platforms. As a result, broadcasters need to operate more efficiently, find synergies, and potentially reduce their workforce.
Our hyperconverged clusters offer a remedy to these challenges. By combining switching, routing, and a variety of essential features into a single, compact unit, we simplify broadcast operations. This integrated solution eliminates the need for multiple separate devices, reducing cabling and streamlining setups.
Additionally, our hyperconverged systems significantly lower costs, both in terms of total cost of ownership and deployment speed. For mobile operations, for example, you only need one hyperconverged unit instead of a large truck filled with equipment. This not only saves on costs but also allows for faster on-air readiness. Overall, our hyperconverged solution has tremendous potential for cost reduction in the broadcast industry.
On the major sport you are targeting in India, given that cricket is already the most established one
I really appreciate your questions so far! Currently, we cover over 20 different sports, and if you take a look at the screen right there, you’ll see kabaddi. This sport is primarily popular in India, and it’s well-known because of local teams that share their requirements and trends with us. That’s why we’re actively supporting kabaddi today.
When we identify a trend or demand, we collaborate closely with our product teams to adapt our offerings to fit regional markets. For instance, cricket is incredibly important—not just in India, but also in countries like Australia, England and South Africa. Interestingly, we’ve seen a significant rise in cricket’s popularity in North America.
Did you know that there are approximately two million Indians living in Canada? This vibrant community is driving interest in the sport, which is why we’ve hosted matches in locations like New York, Texas, and Los Angeles. For example, India faced Pakistan in a match in New York, demonstrating the strong audience demand. When you look at the global audience for cricket, it’s impressive—it dwarfs many other sports.
On elaborating more on your other vertices besides sports
As I mentioned earlier, our primary market focus is broadcasting, which encompasses various aspects, especially sports broadcasting. Currently, about half of our revenue comes from this sector, making it a crucial vertical for us. However, we recognise that the broadcasting industry faces increasing challenges.
We are also looking into live production and sports, as these are two of the most effective ways to capture audience attention. News and live sports are unparalleled in their ability to engage viewers, especially when it comes to thrilling moments like cheering for a cricket team.
Beyond broadcasting, there is a growing demand for video solutions across other sectors, including government, education, and corporate environments. We see significant potential in corporate markets in India, particularly with large organisations like Tata and Accenture, as well as major banks. These companies are increasingly interested in video solutions for purposes such as video conferencing, board meetings, and town hall events.
In the U.S., we have a strong customer base that uses our latest Carbonite switchers alongside Microsoft products. For instance, our switchers offer USB-C webcam output, allowing users to easily feed a high-quality video signal into their laptops or PCs. This setup can then be displayed on a TV, providing a professional-grade production quality for executive meetings and other large gatherings.
On the future of broadcasting in India
I see a bright future for the Indian broadcast market, and here’s why.
First, about 50 per cent of broadcasting is still being done in standard definition (SD), which presents significant opportunities for upgrading to high definition (HD) and even ultra high definition (UHD).
Second, the number of TV channels is steadily increasing. My team informs me that more than 100 new news channels are launched each year. This growth reflects the importance of news in India, a country characterised by its remarkable diversity.
With distinct differences across the North, South, East, and West, and around 115 languages and dialects spoken, India’s diversity is truly unparalleled. This unique landscape creates a rich environment for broadcasting, with ample opportunities for tailored content that resonates with various audiences.
On venturing into the post production market in the coming future
In post-production, creativity is paramount. We are proud to offer a range of creative tools to support this. Additionally, we have a department called Rocket Surgery, which is truly exceptional. This team comprises approximately 40 to 50 talented individuals and is one of our notable acquisitions, showcasing Ross’s commitment to growth.
Rocket Surgery specialises in bespoke projects tailored to our customers’ needs. When clients come to us with a vision and aren’t sure how to bring it to life, this team steps in to map out their ideas and provide innovative solutions. Some of these solutions are so groundbreaking that they’ve never been seen before in the industry.
Looking ahead, we certainly see the potential to expand further into the entire production market.
