Genesis Hire, the hire division of Genesis Plus, has invested approximately£250,000 on new cameras and tape machines.

The new kit includes the Sony PMW-EX1 and Panasonic AGHPX500 solid-state cameras and Sony SRW5500 and HDW2000 VTRs.

The company is set to invest similar amounts in the near future to supplement its crewing division, Babzoo, and its events division, Boxx.

The company has just been rebranded, under the supervision of director Paul Beale, formerly of Metro Broadcast.

Genesis Hire is based in Soho. It offers a variety of services from camera and VTR hire to duplication, standards conversion, crewing and portable virtual studios.