Grass Valley is targeting the UK solutions and services market as it sets about increasing the amount of business it does in Europe, the Middle East and Africa.

Alan Wright, who was appointed to the newly created role of vice-president, EMEA, at the end of last month, said the US-headquartered firm had “a lot of ground to make up” in the region.

He will oversee the restructuring of Grass Valley’s EMEA operation to “optimise the sales capability and focus on the customer”.

Wright told Broadcast: “We have a good product sales business in the UK and will stay close to our important customers, but in the more mature markets, there are opportunities with services and solutions.”

The areas singled out for attention by Wright include helping broadcasters migrate to file-based workflows and offering customers “24/7” managed services.

The EMEA management team is set to be reorganised following last year’s acquisition of Grass Valley by private equity firm Francisco Partners and the subsequent raft of changes to the US-based senior executive team.

Wright said it was too early to say if overall headcount would go up or down.

The former Red Bee Media chief commercial officer said that one of the attractions of joining Grass Valley was the backing of technology specialists Francisco Partners.

“They are industry experts with a track record of technology investments,” he said.