Road to success: Amit Daftary, sales director, SAARC, Ross video

“I would work for Ross Video to become the strongest in the SAARC region,” says Amit Daftary, sales director, SAARC, Ross video
Ross Video, Amit Daftary, Carbonite Black, AcidCam, Carbonite Ultra, OTT television

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How do you feel about your new association with Ross Video?
Daftary: I am very excited about working for Ross Video. It’s a great company to work for, and has some of the most innovative products and tools for the broadcast, esports, education, and live events industry, amongst others. I am proud to be a part of the Ross family—one of the main reasons being the company’s strong code of ethics. It is known to always act in the customer’s best interest, and they would always go above and beyond in times of crisis.

What do you have in plan for Ross Video in the coming months?
Daftary: SAARC is a very big region comprising of countries like India, Bangladesh, Nepal, Sri Lanka, amongst others, and for us, each market is very diverse. India and Bangladesh being the biggest market for us, our focus would be to increase the market share for Ross products and win more customers throughout the region. The overall plan for the region is to create more awareness in the market and gain market share in this highly-competitive scenario. As a long term plan, I would be looking at expanding my team and becoming one of the strongest players in SAARC. Also we have some untapped markets and customers in the region, which we would be looking at and getting associated with, at some point of time. Though, currently the economy is not really in our favour, I strongly feel that the broadcast market would remain the biggest market space for Ross, OTT being then next biggest market. 

Ross has some excellent products and solutions ranging from cameras like Pivot and AcidCam, production switchers like Carbonite Black and Carbonite Ultra, Acuity and also we have all in one production systems, Graphite. We also have replay systems like Abekas Mira, robotics camera systems, video servers, and tools for virtual production. Our products comprise of MC1 which is used for high-quality master control and branding, which is now affordable with the MC1 family of Master Control switchers. In addition to these, we have a wide range of signal processing products and routing systems. The award-winning Ultrix 12G router is the ultimate routing, multiviewer, and signal processing platform. The NK Series routing family is a cost-effective, high-performance routing platform for studios, OB vans, and flypacks. Besides these, Ross also boasts of various products for Media Asset Management, NRCS, storage systems and cloud solutions. 

What do you think are the current market trends steering towards, in the Indian and global M&E industry?
Daftary: We’re seeing that customers are facing a whole variety of creative, business and technical challenges brought about by industry and changing consumer trends. The current market trend that we see in India, is that every customer is trying to reduce the cost of ownership and looking at better returns on investments, by investing into newer products and technologies. OTT is the latest trend that we see causing disruption in the industry. There’s a big emphasis on efficiency and cost-effectiveness. Content creators need better technology that will help them deliver faster with more creative results. Also, a lot of customers are talking to us about 4K UHD and how to prepare for a future transition to IP. I have also seen a great deal of interest in 12G SDI as a production platform.     

Which technologies, according to you, would go a long way in transforming our industry?
Daftary: A digital revolution is putting more than half a trillion dollars into play. Television and filmed entertainment, especially traditional broadcast TV, is being transformed by the big and fast-growing inroads of over-the-top (OTT) video platforms. OTT television—around $25 billion in annual revenues worldwide is generated mostly by a handful of big US-based global players which includes Netflix, Amazon, and Google’s YouTube, and which is at the center of this revolution.

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