With some of its product announcements at NAB, Ross Video moved closer to offering an integrated news studio offering. Two camera robotics companies have been acquired, which are already integrated into the OverDrive production automation. Ross also showed a new social media application designed to boost audience loyalty. Ross Video acquired FX-Motion at the end of 2011, rebranding its tracked robotic cameras Furio. At NAB it announced the acquisition of Cambotics which has free-moving pedestals. In a bid for Biro-like ubiquity, the product line is to be rebranded CamBot. “We are excited to welcome Cambotics founders Bob Scotto and Miles Spellman to Ross Video. These gentlemen are true pioneers in studio camera robotics and their current products represent decades of industry knowledge,” declared David Ross, the company’s CEO. “This acquisition, coupled with the acquisition of FX-Motion earlier this year, now establishes Ross as a world leader in studio camera robotics systems.” Developed in-house rather than an acquisition, Inception is a social media management tool, providing a professional suite of options to create, schedule and manage media content in newsrooms and promotions departments. Inception publishes social media and video content on demand, when scheduled or driven by live broadcasts, helping organisations to connect with their audience. “Inception builds on live or newsroom rundowns to create and publish content to popular social networks like Twitter and Facebook, YouTube and Brightcove,” said Ross’ Allan Pepper.