IBC 2025: Grass Valley's Adam Marshall on IBC Intros, Partnerships, and Gen AI

IBC 2025: Grass Valley's Adam Marshall on IBC Intros, Partnerships, and Gen AI By Ken Kerschbaumer, Editorial Director

Monday, August 25, 2025 - 11:13 am

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The Grass Valley stand at IBC this year will continue to be not only a place for education about the companies' new products but, given the breadth and depth of their product lines, a chance to learn about some of the big trends in the industry like the move to software virtualization, the cloud, ST-2110, and more.

With respect to new product announcements there is, of course, plenty to chew on. For those on the hunt for cameras the LDX 180 which is a super 35 camera providing shallow depth-of-field capabilities, will be on display alongside a new compact variant, the C180. It's specifically designed for Steadicam use cases and features native IP as well as RF and 5G capabilities, says Adam Marshall, Grass Valley CPO.

Grass Valley continues to enhance the LDX 100 lineup with the LDX 180.

Marshall also highlighted that the entire LDX 100 Series platform will be lifted by a Version 3 update that introduces two powerful new options: a ND filter, giving shaders precise exposure control in convenient 1 F-stop steps for flawless HDR and SDR results even in the most dynamic conditions, and an Optical Low-Pass filter that tames interference from e.g. coarse LED walls without sacrificing detail, contrast or vibrancy, ensuring customers can invest in top-tier imaging today without needing to overhaul their entire production setup.

When it comes to production switchers, look for the new K-frame VXP mid-size switcher that will be shown at IBC for the first time, shipping with new Karrera panels. K-frame panels will also be compatible with the AMPP hosted Maverik X production switcher later in the year.

And, of course, AMPP will play a big role as AMPP automation is introduced as the successor and evolution of Grass Valley's Ignite automation solution. This system offers a software-defined interface with tactile services, enabling control of both hardware and AMPP applications globally for multi-site automation in live production, which is beneficial for decentralized operations.

And for those on the hunt for replay and media management look for Grass Valley's new Production Replay system working alongside Live Touch X. This system integrates the power of Live Touch's sports replay capabilities with FrameLight X, a MAM system, to allow for immediate replay, real-time growing profile edits, direct playout without rendering, and publishing to social media.

Our goal is to bring replay back to Quantel's roots, giving users the ability to create highlights and clips for immediate playback, while seamlessly integrating them into an edit suite and MAM system, adds Marshall. That allows for real-time growing profile edits that can be played out without render time and published to social media.

Grass Valley's product offerings have long been among the broadest in the industry and Marshall does say that, increasingly, customers are looking at the wider portfolio and AMPP speaks to that.

Senior managers generally are looking for overarching solutions: how can I maximize the value with this vendor by procuring more from them, driving value across the portfolio and benefiting from the integration capabilities of having all from one vendor? says Marshall. They do still want best of breed and there are people coming in for specific products and capabilities but there is a shift toward wider solutions.

It's also why Grass Valley continues to emphasize vendor partnerships and interoperability at their major trade show stands. A couple of highlights at IBC include AWS, Zoom Conferencing, Pixitmedia, and Telos Alliance which will be integrating parts of their wider audio processing offerings into AMPP.

If you want to throw down an AMPP server to simply do graphics rendering, or remote monitoring, or anything like that in a production chain, AMPP will fit in just like anything else, says Marshall. And there is a significant value and benefit to having those partners running on the same compute, for performance reasons, but also because it's a single procurement path making it an easier path to manage for expansion and contraction aligned to business needs.

One of the buzziest topics at IBC will no doubt be generative AI and what the broadcast and content creation industry are hoping to do with it. That, in turn, has manufacturers figuring out their own strategies around technical infrastructures and staffing with respect to AI and generative AI development.

We made an early decision that we weren't going to focus on building our own AI models but instead allow our users to choose the right market tool for them, says Marshall. The GV product portfolio is about focusing on what we do really well and leveraging partners wherever we can to do the other things. So, we've implemented connectors to allow users to pick the AI solution or the model that is best for their use case, similar to how we allow them to choose the compute service they want to use.

The areas where Grass Valley has found success with respect to AI is things like speech to text, image recognition, and tagging of context like shots on goal, saves, etc.

Tagging combined with the auto filtering and dynamic search capabilities allows users to build edit timelines without having to search through content, explains Marshall. But with respect to true generative AI, our customer base is saying very clearly, they don't want to use it until it makes sense, and we are also in a time where there is more and more desire for authenticity and reality in the content. Our focus today remains on how we and our customers can leverage AI to streamline the content creation pipeline, w

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