Back in the fall of 2020, several months after private equity firm Black Dragon Capital completed its acquisition of Grass Valley, it became apparent to the company’s management team that it had an unpolished jewel in the GV portfolio that needed attention. Given the virtualization changes, cost cutting and high demand for new content occurring within the industry, customers who served as beta testers told them, “this AMPP thing is going to change the industry.”
The pressure to extract more revenue from ever shrinking budgets, due to expensive content rights contracts, is causing Broadcasters to re-evaluate—and in many cases reduce—how they spend their money on production tools and infrastructure. Recognizing this, live production technology providers like Grass Valley are getting “creative” in how they sell their products and cloud-native systems.
With its core business in live sports production, Grass Valley has seen its revenue contract significantly over the past eight months but with a new integrated software-defined product roadmap, it looks to bounce back while “reducing the pain” of migrating to IP. This insight, and more, was revealed during a virtual press conference presented by company management in early October.