Live From IBC 2024: Grass Valley’s Adam Marshall Highlights New Entry-Level Cameras, Upgraded Switchers, and More

Adam Marshall, chief product officer, Grass Valley is on hand at the company’s IBC Show stand following a successful GV Forum showcasing the company’s latest strategies and case studies. Among the key product announcements, Grass Valley introduces new products including the LDX 110 and LDX C110 entry-level cameras,, an upgraded VXP switcher with native UHD and IP support, and new software solutions for single-person production and LiveTouch replay.

Grass Valley is also emphasizing their open ecosystem, the GV Media Universe, which includes around 220 applications and integrates with various protocols. They encourage third-party developers to create and monetize apps using free SDKs.

Marshall also touches on the key trends he’s seeing in the industry, including the pressures customers are facing to do more with less due to declining ad revenue. Grass Valley addresses this by offering both hardware and software solutions that maximize resource utilization and provide cost-effective, flexible production options. In addition, the shift towards software-based approaches allows for more cost-effective broadcasting of less traditional sports and programming, enhancing content production and audience engagement with lower operational costs.