50 years of Ross Video
Posted on Feb 27, 2025 by FEED Staff
David Ross joins FEED for this special interview, reflecting on a remarkable half-century of work
Sponsored editorial
When asked the simple question of how he got into media tech, Ross Video CEO David Ross replies bluntly: “I was born into it.”
This is no hyperbole. Ross Video was founded by David’s entrepreneurial father John Ross on a chilly January day in 1974. Just nine years old at the time, David recalls “being in the living room when Dad was developing the very first logo. I also remember him working in the basement, and not completely understanding what he was up to. He was in fact designing the very first production switcher.”
In reality, Ross Video’s fruition actually traces back further than its founding day.
“Ross’ seed capital came from an old Taylorcraft L-2 aircraft that was built for pilot training during World War II. As the story goes, my father sold it for $3500 – with a matching bank loan and personal savings of $500, Ross Video began.”
The significance of the aircraft extends far beyond its monetary value, with its gruelling restoration symbolising a driven approach. “Dad’s experience of restoring the plane was absolutely crucial for building up the confidence he would need to launch and grow his company.”
The aircraft’s restoration proved a mammoth project, but the undeterred John embarked on the 18-month journey.
“Dad says he ‘ate that elephant, one bite at a time’,” continues David. Throughout the restoration, “John learned he could do almost anything with enough planning and unwavering determination. That belief was an important cornerstone on which Ross Video was built.”
Explosive expansion
Ross’ story might have started in the switcher space, but the company we know today carries a hugely diverse portfolio of products and partners. The real question is: how was it able to expand so colossally from its single-product origins?
When David joined Ross Video in 1991, the recession had presented a host of challenges that led to his father nearly selling the company. John was just “one signature away,” David emphasises, and so he came in with the goal of turning the company around, in partnership with John.
“I took over the production switcher line while Dad started the modular product line, which eventually became openGear – we won an Emmy for that. Suddenly, we became a two-product company. Then we thought, ‘We have the burgers and fries, now what about the shake?’”
It’s exactly this expansive mindset that led to the introduction of some of the familiar stars in the Ross Video product line.
“A major one was our first digital switcher, Synergy, which was a real runaway hit. It’s a fabulous product that was revolutionary in many ways. We also launched OverDrive, thanks to our CMO Jeff Moore. He explained that the world was going to need this, so we designed it and sold it. Now we are by far the number-one supplier of automatic production control systems in the world.”
When it came time for his father to retire, David faced a 15- to 20-year period of having to buy Ross Video from John, doing so with its accumulating profits.
“The only way I could do that was to grow. Instead of remaining a small company that not many people had heard of, we started hitting 17-20% growth year on year.
“Our first acquisition was Media Refinery, which is now XPression graphics and 100 times bigger than when we bought it. This was succeeded by a string of other acquisitions – we’re on acquisition number 21 right now.”
Half a century of industry and innovation
With this new chapter came a refreshed look for Ross Video.
“You’ll notice the logo is now in black or white, while the customer-focused art is in colour. Get it? Our focus is on the customer.”
The iconic Ross red will still live on, however, on building walls and other durable items.
When asked what the next 50 years will look like for the company, David says he wants it to “do more than we have ever done inside the existing product categories, and do that really well.
“I want to blow our customers away when they see new iterations of the products they already know and love from Ross. I think that’s going to be a very exciting story for us as we go forward.
“Celebrating our 50th anniversary,” concludes David, “I reflect on our humble beginnings with immense gratitude. Ross Video has been able to grow into the excellent company it is today largely thanks to my father’s vision and relentless determination over the decades.
“Thank you, Dad. Your legacy has not only gone on to shape the video production industry, but has also profoundly impacted the lives of so many people.”
To learn more about Ross Video, head to rossvideo.com
This sponsored editorial was first published in the Winter 2024 issue of FEED.
