At IBC2026, Ross Video presented a strategy for scalable, efficient live production, centred on software-defined and hybrid workflows, as well as the launch of the Ultrix FR30.
Speaking to TVBEurope on the show floor, Mark Cooke, vice president of sales, EMEA, explained how the company is addressing growing industry resource pressures through automation, orchestration, AI, flexible hardware, and cloud.
“I think it’s really important that we give customers choice. Things need to be flexible, scalable. The direction we take as a hardware and software company is to give that choice,” explained Cooke.
He also discussed the increasing adoption of AI in the industry, particularly agentic AI, explaining: “As a company, we’re using it heavily to accelerate the speed that we can produce software and new code within R&D. Beyond that, we’re also using it in operational workflows, and I think that’s where it really brings the most value to our customer base.”
Cooke was particularly excited about the new Ultrix FR30, describing it as the “largest processing platform in the Ultrix family”.
“It takes video and audio processing and matrixing to extreme scale in a 30RU box,” he added. “Infinite scale, huge possibility. Go big, not complex.”
