Cross will lead the Grass Valley team in achieving its GV Media Universe (GVMU) vision. It is a digitally connected community designed to enable media companies to combine on-premises, hybrid and public cloud technologies to create live production environments while adapting to future demands. By making GVMU open to others, the goal is to help accelerate the next major industry transition for all vendors.
Commenting on his new role and goals, he said, “I am honored to join Grass Valley at such an exciting time. Our mission is to lead the transition to software technologies – both on-premises and as media companies migrate to the cloud. My personal motivation has always been to use technology to innovate the video industry, enabling more people to produce more videos; there is no better time for me than this next step to join the most influential and respected company in the industry.