April 5, 2024 - Jorge Sobenes, Industry Trends
The Broadcasting Evolution in LATAM: A Director’s Perspective
In the aftermath of the pandemic, the Latin American (LATAM) broadcasting sector has faced its share of challenges, from fluctuating cash and credit availability to high interest rates aimed at curbing inflation. Yet, as we enter 2024, LATAM’s live video production landscape is teeming with innovation and is poised for significant growth. As Ross Video’s newly appointed Director of Sales in the region, I’m here to share insights into the transformation we’re witnessing and the opportunities that lie ahead.
Despite economic hurdles, we’ve adeptly navigated these times by offering our customers flexible solutions through our partnerships, particularly with experienced business partners, system integrators and local graphics agencies like Voltage Studios. Now, we observe a shift as customers seek more efficient alternatives to traditional broadcasting equipment. The demand for live video production continues unabated, with sports, news, and festivals continuing to draw substantial audiences. Sectors outside traditional broadcasting are also increasingly leveraging professional video solutions, aiming for the same high-quality outputs that the broadcasting industry delivers.
Our recent projects, which are still in the commissioning phase, include comprehensive station infrastructure renewals and expansions that leverage our Ultrix hyperconverged platform. Maybe the most innovative one uses interconnected Ultrix without a core router. The whole installation is decentralized routing where you have high granularity and can share signals; We are on the brink of revealing some more exciting projects, but you will have to watch this space for them.
“Our goal is to offer the best and most efficient solution that fits the customer’s operation.”
LATAM’s vibrant festival and live event scene drives the Outside Broadcasting van market, a segment in which we’ve quickly established leadership. The audience’s eagerness for live experiences post-pandemic is filling venues swiftly, which we anticipate will fuel robust demand for our solutions.
This year, I am particularly enthused by the infrastructural renewals across LATAM and the growing adoption of IP technology. Our approach balances innovation with cost-effectiveness, ensuring our solutions not only future-proof production operations but also optimize customer investment. Our capability to integrate diverse technologies uniquely positions us in the market. It enables us to address the specific challenges our customers face better than our incumbent competitors.
The forthcoming NAB Show is a focal point for 2024, offering us a much-needed opportunity to connect face-to-face with our customers, business partners, and system integrators. As LATAM business grows, our team is expanding quickly to be ready to support our customers in realizing their project ambitions, combining technical comfort with sensible and innovative solutions.
In LATAM, customers frequently confront challenges related to rapid project timelines and the integration of mixed technologies. Enhancing ROI for our customers through our technology is a cornerstone of our strategy. Our commitment to supporting them with the industry’s best technology, technical expertise, and customer support underscores our dedication to their success.
As we look to the future, LATAM’s live video production sector is on an exhilarating path of evolution and expansion. My role as Director of Sales involves navigating this dynamic landscape and ensuring that Ross Video remains at the forefront of this transformation. With our team’s expertise and innovative solutions, we are set to drive LATAM’s broadcasting industry to new heights.
“Being the bridge between different technologies in the most transparent way for the end user is key; and that is where Ross Video works best.”
You can learn more about our solutions and growing LATAM business and connect with me directly at one of the links below:
We’ll put you in touch with a member of our team to discuss your specific needs.