Grass Valley wants to do more business with systems integrators in the UK as it looks to drive sales of its production and playout equipment.

Senior vice-president for Europe, the Middle East and Africa (EMEA) Said Bacho told Broadcast that in the past six months, the company had focused its attention on its sales and product divisions and attempted to increase sales in the emerging markets of the EMEA region.

Bacho’s recruitment in April was one of a number of changes made by Tim Thorsteinson, who was appointed president and chief executive at the start of the year, a position he had previously held in 2002.

Bacho said Grass Valley was now keen to forge closer relations with systems integrators (SIs) following the sale of its integration business to Germany’s Parter Group last year.

Former Snell regional manager Vincent Eade has this month been recruited to the role of UK sales manager to help develop relations with integrators and resellers.

Previously, engagement with the channel and SIs happened in an ad hoc and reactive manner, and there was no consistent, region-wide strategy, Bacho said.

“In the past, we competed with SIs and it takes time to rebuild those ties.

“It is not something that can be reversed in a few months, but we have been reaching out to systems integrators across the region to strengthen relations.”

Bacho singled out the production sector as the most “vibrant” area of Grass Valley’s product set.

“This is where we see most investment going and we are well positioned with our range of cameras, production switchers and slow-motion solutions and infrastructure.”

Bacho added that Grass Valley had been successful selling playout and disaster recovery systems, in particular its K2 Edge playout solution.

“This line has been most successful in the UK and we continue to have strong market share with this product,” he said.