Shah joins Grass Valley marketing as Cronk moves to Core

Grass Valley has announced the appointment of Neerav D Shah as the company’s new senior vice president, strategic marketing. Shah has more than 25 years of experience in product development, marketing, operations and business development. A creative strategist, Shah most recently held executive and senior leadership positions at ARRIS and Verimatrix, two companies with expertise in developing solutions to deliver and monetise multiplatform content—a growing priority for Grass Valley customers.

Shah and his team will be responsible for refining Grass Valley’s product strategy and market positioning to ensure alignment with the rapidly changing needs of the global broadcast community.
“The broadcast community is undergoing a substantial shift — both in the migration to IP infrastructures and in the need for content to be delivered to multiple platforms simultaneously,” said Marco Lopez, Grass Valley’s president. “Neerav’s expertise in these areas and his ability to navigate complex technology transitions will pay real, immediate dividends for our customers and enable us to meet the changing needs of our core market.”

Shah’s appointment coincides with the creation of a key new function within Grass Valley’s executive ranks. Michael Cronk will be leading an important product development initiative called Core Technology, which will ensure Grass Valley product interoperability and consistency across the portfolio. As vice president of core technology, Cronk will continue in his role as chairman of the board for the Alliance for IP Media Solutions (AIMS), helping promote and advocate for widely supported, open standards for IP in broadcast.