Niall Duffy, the former chairman of consultancy firm Mediasmiths, has joined Sony.

The appointment is a continuation of Sony Professional Europe’s shift away from areas such as the build of traditional outside broadcast vehicles and stadium installations to IT, IP and cloudbased solutions for broadcasters and media firms, which it began some 18 months ago.

Duffy, who has taken on the role of head of IT and workflow solutions, will initially report to Sony Professional Europe deputy vicepresident Adam Fry.

Fry said: “We do still work on OB vehicles but the focus is on emerging technologies such as 4K and IP.

“We see IT and workflow being a key element now and for the future of the broadcast and media industry. IP will play a very significant role and we also see IP as a transport layer that is going to change the dynamic of this industry.”

Broadcast technology consultancy Mediasmiths’ UK division entered voluntary liquidation in September last year.