Grass Valley has recruited Neerav D. Shah as the company’s new senior vice president of strategic marketing.
Shah is replacing Mike Cronk who has taken on the newly created role of vice president of core technology.
Core Technology is a product development initiative that Grass Valley set up to “ensure…product interoperability and consistency across the portfolio”.
Cronk will continue in his role as chairman of the board for the Alliance for IP Media Solutions (AIMS), the cross-industry initiative that was set up to promote open standards for IP in broadcast.
Shah most recently held executive and senior leadership positions at Arris and Verimatrix.
Grass Valley said that Shah and his team will be tasked with “refining the company’s product strategy and market positioning to ensure alignment with the rapidly changing needs of the global broadcast community”, with the development of products to deliver
deliver and monetise multiplatform content a “growing priority” for the business.
“The broadcast community is undergoing a substantial shift—both in the migration to IP infrastructures and in the need for content to be delivered to multiple platforms simultaneously,” said Grass Valley president Marco Lopez.
“Neerav’s expertise in these areas and his ability to navigate complex technology transitions will pay real, immediate dividends for our customers and enable us to meet the changing needs of our core market.”