Andrew Cross appointed CEO of Grass Valley

Former NewTek CEO and, until recently, president of global R&D at Vizrt Group, Andrew Cross, is joining Grastal as CEO.

Cross will coordinate a new phase in Grastal that will aim to “drive the digital transformation of its customers and support them in their transition to the future of media and entertainment through IP, software and cloud-based technologies” as the company itself has highlighted. Andrew Cross will lead Grass Valley from his position as CEO to realise the GV Media Universe (GVMU), a digitally connected community that enables media companies to combine public, hybrid and on-premises cloud technologies to build live production environments and adapt to future demands. Among other reasons, Grass Valley has entrusted Cross with its experience as a driver of IST, defined by the technology company as “the largest IP video standard for live video production”.

Luois Hernandez Jr, CEO of Grass Valley, said, “Andrew is an experienced senior leader with deep industry knowledge and a track record of successfully taking media technology businesses into the new era of software-centric, cloud-based video technology. I’m excited to have Andrew join at this transformative time for the company and industry. I look forward to his direction and leadership of Grass Valley alongside the excellent executive leadership team already in place.”

The new CEO of Grass Valley, Andrew Cross, outlines his leadership of the company: “Our mission is to be the leader in the transition towards software-based technologies – both on-prem and as media companies move into the cloud. My personal drive has always been to use technology to innovate within the video industry, allowing more people to produce more video; there is no better time for me than this next step to join the most influential and respected company in the industry.”