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Grass Valley Appoints New General Manager | Major companies | Business | News

With the primary task of leading the business into its next phase and enabling the digital transformation of its customers as they transition into the future of media and entertainment via IP, software and cloud-based technologies, Andrew Cross is now CEO of Grass Valley.
Effective immediately, Cross joins live media and entertainment market technology provider Vizrt Group, where he was President of Global R&D for all product development for all three brands, Vizrt, NewTek and NDI. Previously, he was CEO of NewTek until its acquisition by Vizrt. At NewTek, he led the company in pioneering the use of software video technologies to create the first real-time integrated live production systems. This created a new generation of live video production. Cross then spearheaded the creation of NDI which claims to be the largest IP video standard for live video production.

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.