Present and Future of Videndum Media Solutions – With Marco Pezzana and Chris Carr

by Francesco AndreolaSeptember 17^th, 2022

During IBC 2022, our own Johnnie Behiri joined Marco Pezzana and Chris Carr, respectively Divisional CEO and CMO of Videndum Media Solutions, in an extensive talk investigating the overall strategy that the company is adopting after their rebranding process from The Vitec Group has commenced.

Here at CineD, we are undoubtedly obsessed with the latest camera toys. It truly is the core of what we do. However, from time to time it’s worth taking a step back from gear news to discuss with companies about the direction that they, and eventually the whole industry, are taking.

During IBC 2022, we broadly reported from the show floor about the major product releases. However, after three long years of the pandemic, the show was first and foremost a jovial occasion to reconnect with longtime friends and acquaintances. Among these, we can count Marco Pezzana and Chris Carr from Videndum, who were kind enough to bring us into the company’s backstage and discuss about Videndum’s Media Solutions division.

Videndum Media Solutions: end-to-end offering

Videndum’s numerous brands are grouped under three main divisions: Videndum Production Solutions (OConnor, Sachtler, Litepanels, Quasar Science), Videndum Creative Solutions (Teradek, SmallHD), and Videndum Media Solutions (Manfrotto, Gitzo, Lowepro, Avenger, Savage, Colorama, Syrp Lab).

At the beginning of this year, Videndum Media Solutions expanded with the acquisition of the Audix brand, which now sits next to Rycote and JOBY to strengthen the division’s focus on audio. Indeed, as the pandemic experience has completely altered the way digital content is produced, the company has decided to embrace all different formats and mediums to stand by the side of independent content creators.

“Put simply, there’s no great video without great audio.”

Chris Carr, Chief Marketing Officer at Videndum Media Solutions

Of course, this does not mean in any way that the company will neglect its trustful professional community nor forget about the legendary brands and products upon which they built their reputation over the years, such as the Manfrotto bags and camera support systems.

Instead, Videndum’s strategy looks more oriented toward increasing value for its audience by offering end-to-end solutions and ecosystems. In other words, their intent seems to be that of taking entry-level content creators by the hand and supporting them throughout their creative growth into well-established professionals.

To do so, the company will need to carefully protect the identity of its existing brands or create new ones with a very razor-sharp focus. For example, while Manfrotto and Gitzo aim respectively at the professional and outdoor communities, JOBY will keep addressing the needs of new forms of content creation.

Naturally, the same strategy applies to all other market segments in which the company operates, from everyday online content creation to broadcast and film production, without excluding the chance of embracing even more fields in the future.

For more information, please visit Videndum’s website here.

What do you think of Videndum’s mission and strategy? In your opinion, what direction will content creation take in the next 5-10 years? Let us know your thoughts in the comment section below!