Grass Valley rehires Sam Craig to lead global pre-sales expansion
Grass Valley has appointed Sam Craig as Vice President, Global Pre-Sales, where he will lead the company's global pre-sales organization across the Americas, APAC, and EMEA regions. Craig returns to Grass Valley after previously holding a similar role and serving as Vice President of Advisory Services at Diversified. Tim Banks, Chief Revenue Officer, highlighted Craig's technical expertise and deep media technology industry knowledge.
Additional Context
The appointment of Sam Craig arrives as Grass Valley moves aggressively to validate its software-defined production model through third-party interoperability. Per TV Tech in June 2026, the company recently announced a strategic collaboration with Lawo to validate integration between the Grass Valley AMPP platform and Lawo HOME. This partnership is aligned with the European Broadcasting Union’s Dynamic Media Facility initiative, which seeks to reduce the integration burden for broadcasters moving toward multi-vendor, software-based media facilities.
Simultaneous to these leadership and technology shifts, Grass Valley is proving the resilience of its cloud-first newsroom solutions. According to TV Technology in June 2026, Australian News Channel (ANC) successfully completed a full transformation of its newsroom production using Grass Valley AMPP. The deployment enables over 250 personnel to utilize browser-based workflows for more than 1,500 hours of weekly content, reporting continuous operation without downtime since late 2025. These developments highlight Grass Valley’s pivot toward software-driven recurring revenue models under the leadership of CEO Jon Wilson and Chief Revenue Officer Tim Banks.
However, the transition away from dedicated hardware faces external economic headwinds. Reporting from NewscastStudio in June 2026 indicates that rising GPU and compute costs are placing pressure on the business case for software-defined frameworks like the Media Exchange Layer. Grass Valley leadership has countered this by arguing that such cost pressures actually increase the need for efficient, software-defined resource management to avoid duplicated processing. Craig’s return suggests Grass Valley is strengthening its technical sales force to navigate these specific financial and architectural debates with enterprise-tier clients.
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