EMG and Gravity merger: Common platforms and technology roadmaps

EMG and Gravity Media’s merger will result in a combined business that will operate some 100 outside broadcast trucks and flypacks along with 40 studios and production facilities across Europe, the Middle East, the US and Australia. With that, comes the issue of consolidating the technology used across such a sizeable operation that’s also spread across 30 offices in 12 different countries.

Shaun Gregory, global chief executive of the combined businesses, said: “We are very keen to connect everybody into the same type of platforms, and we are very keen to make sure that we do that efficiently and that we aggregate all the different component parts of the business.”

Gregory said that EMG and Gravity had been working with a team of specialists to map out the businesses technological capabilities, how to consolidate them and identification of areas for investment.

“That work begins now, but given the nature of how long it takes to do something like that, it will probably take place over the next six months up to two years in order to get it right.”

EMG and Gravity merger:

EMG and Gravity Media agree merger
How Covid-19 nearly derailed the deal and what it means for staff
What will happen to the brands?
New opportunities and what the deal means for clients

Returning to a point he made following the rebrand of its UK subsidiaries CTV and Telegenic under the EMG banner back in 2022, Gregory said he believes there is a gap in the market for an “Amazon of the sector, a truly digitised business that connects both people and customers around the world”.

Gregory said the message from EMG/Gravity Media to its technology suppliers is that the combined business is “open to doing new things”.

He said: “We want to connect both our respective countries, businesses and people, and we want to be able to do things better, smarter and more effectively for customers, and anybody that has the right solutions and capabilities to help us do that, then we’re open to a conversation.”