Creative, Business and Technical is a short hand way to look at your organisational objectives this year, explains Jeff Moore, Executive Vice President & CMO, Ross Video.

These days, with such enormous change and challenge in the broadcast and production industries, Smart Production is what everyone is striving for: finding ways to push the creative envelope, to do things more efficiently and to leverage the use of technology to meet the goals of the enterprise.

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Jeff Moore, Executive Vice President & CMO, Ross Video

Within Ross, we talk about the three key elements our clients are looking for from us:

Creative, Business and Technical or ‘CBT’.

These three elements provide a simple way to look at the needs within your organization when it comes to live production and to categorise and evaluate the impact of the products and solutions that you are presented with at the show.

Here are the three pillars of Smart Production:


How do we help drive the creative aspects of the production to best capture our audience’s imagination? Innovative use of technology, like live data-driven production graphics, augmented reality, replay, camera motion systems and social media can really make a production stand out and connect with audiences in new and compelling ways.

The artists, producers and directors are key in making creative use of the technology and the technologists are there to enable, support and make it as easy as possible for the creatives.


Many of us get wrapped up in either the creative or technology sides of the industry, but it’s always important to remember that we are engaged in a business that must produce financial results.

Even non-profit organizations have budgets and bottom lines with a mandate to use the money available in the best possible way to achieve their mission.

Appropriate use of automation, workflow tools and analytics can make a significant impact on productivity, freeing up resources to work in new areas of your business. The impact on people and change management required in moving to new workflows and tools is an important consideration in evaluating the business impact of new technology.


Technical goals should always come in third place as they should support creative and business goals. While technology is obviously crucial in the industry, its purpose is to make creative and business goals possible. There are often difficult choices to be made when deciding which technologies to adopt.

Going down the wrong path can be expensive and can often involve a long recovery period. On the flip side, the technologist can often bring new ideas to support the creative and business aspects of an organisation that, when gotten right, can end up enabling amazing new ways of doing things never before imagined.

There you have it - Creative, Business and Technical or CBT - a short hand way to look at your organisational objectives.

This content was first published at IBC2016

The views expressed are those of the author.