Connect With: Jeff Moore, Executive VP & Chief Marketing Officer, Ross Video

March 7, 2018 | Singapore | Industry Insights

The broadcast veteran has more than three decades of industry experience under his belt.


Jeff Moore, Executive Vice President & Chief Marketing Officer, Ross Video

Hey there, Jeff! You’ve been in the broadcast industry for more than three decades, with an impressive resume to boot. Were there any defining moments in your career?

I joined Ross Video in 1997 and am currently the company’s EVP & CMO, with responsibility for both the strategic vision and operational leadership of the company. With over 30 years of experience in the broadcast industry, some of my career-defining accomplishments include the design/build of a number of television facilities, landing and successfully delivering on major technology projects and of course being part of the many milestones, acquisitions and successes here at Ross Video.

I began my broadcast career on the engineering side of the business with Toronto’s CityTV and MuchMusic station group, later moving to Azcar Technologies. I then moved to the business side of broadcast, holding successively senior sales roles with Sony, Broadcast Television Systems, Acura Technology Group, and the Tektronix Video & Networking Division (now Grass Valley).

It’s quite clear that you’re passionate about your job. What excites you most about what you do?

Working with the who’s who of the media and entertainment business is pretty amazing. This, along with technological progress and the things it makes possible, are what I find most exciting. Over the twenty-plus years I have been with Ross, I have witnessed unprecedented industry and technology change. I am extremely proud of the team we’ve built and the way we’ve been able to capitalise on tech trends to drive creative and business benefits for our amazing clients.

As we enter 2018, it’s an incredibly exciting time to be in broadcast with accelerating technology and business model evolution. We have the unique opportunity to support our customers through this transition and to craft a new landscape for the live content creators of the future.

Speaking of tech trends, you will be discussing the promise and reality of IP at ConnecTechAsia Summit 2018 with attending delegates. What do you think will be the most important takeaway from your session?

With a focus on live video production, we often like to share about Smart Production. While industry change is afoot, broadcasters need to look for an evolutionary – not revolutionary – path forward. To achieve real gains in their businesses, investments in technology should be made strategically.

For example, it’s a good move to captivate audiences with new production gear like AR/VR. Businesses should also see how they can optimise their processes with next-generation workflow & automation. However, they should not forget to leverage existing technological infrastructure as well.

What are your thoughts on broadcast for 2018? Will things be different, as compared to previous years?

2018 will see the continued convergence of broadcast and internet technologies and businesses. However, unlike previous years, this will be less of an “either or” conversation, and more of a “how do you achieve the best of both worlds” discussion.

More specifically, we expect lots of industry discussion on how best to harness the advantages of IP including remote production, flexibility, centralisation, and resilience. There will also be chatter on the best time to deploy, and how to architect a resilient architecture that makes the most of purpose-built and general purpose COTS hardware.

How can industry players navigate these waters with confidence?

Don’t get caught up in the hype of technology. Instead, look at the creative and business outcomes it can help you realise. Always ask why. Look at the real costs of deployment, ongoing support and expertise required in deploying new technology. What’s the total cost of ownership, and can we quantify the benefits that will be received?

Look for technology and platforms that can grow with you as your needs change – can you add users or feature licenses without requiring a fork-lift update? More and more, we can enable functionality in software – even in hardware-centric products – so that you can buy what you need now and easily expand operations in the future. We call this Software Defined Production.

How important is Asia for Ross Video, and what additional efforts or focus will Ross Video put into this region moving forward?

Asia is a significant and fast-growing market for Ross, and we see a lot of creative clients here that push the envelope in areas like egaming, AR and VR production, 4K UHD and motion robotic camera deployment.

As an example, many of our 12G 4KUHD products were deployed in Asia first, and developed with close involvement with our clients in the region. In many ways, the demands and opportunities we see in the Asian market lead the rest of the world, making it an extremely important test ground for our products and positioning. Apart from chasing the latest technology trend, customers in the region are leaning more into operational efficiencies as well. That ties into our Smart Production theme.

We’ve also put some big investments into the APAC region over the past few years – increasing the size of our team, adding more sales and technical support. We doubled the size of our Singapore office – our headquarters in the region – and have a nice demo room with a virtual set and full production control room so that clients can get the full Ross experience.

Enjoyed this interview? You may also like to read: 3 Key Ideas That Will Shape the Broadcast Industry in 2018



Join Jeff Moore at ConnecTechAsia Summit 2018’s BroadcastMedia Track, where he will share more on the following topic: Navigating the Promise and Reality of IP. Suntec Singapore, 27 June 2018.

Delegates may register for the Summit here.

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