Synamedia names Tzvi Gerstl CEO to lead streamlined video portfolio

Synamedia is shedding its legacy infrastructure roots to transform into a high-margin software-centric partner for the 'attention economy.' By offloading its Video Network unit, the company can now direct R&D toward cloud-rendered UIs and AI-driven personalization, which are critical as operators fight churn from Gen Z viewers. For the broader ecosystem, this move signals a maturation in the B2B vendor space, shifting from end-to-end hardware-software stacks to modular SaaS specializing in monetization and security. Watch for Synamedia's ability to scale 'Senza Ignite' across broader Smart TV and STB footprints as a signal for the viability of cloud-delivered upgrades over hardware refreshes.

The appointment of Dr Tzvi Gerstl follows a pivotal structural shift for Synamedia. Per Light Reading and Broadband TV News (June 2026), the company agreed to sell its Video Network business unit to Lumine Group. The operation will now function as an independent entity under the Quortex brand, which Lumine intends to use to deepen its footprint in video processing and broadcast delivery. This carve-out ends Synamedia's direct involvement in high-scale video distribution hardware and processing, a domain with 30-year roots tracing back through Cisco and NDS.

Gerstl’s leadership is expected to capitalize on a specific suite of AI products. Per Synamedia (April 2026), the 'GO Shorts' module uses AI to transform existing VOD libraries into TikTok-style short-form feeds, aiming to keep Gen Z viewers within an operator’s ecosystem rather than losing them to standalone social platforms. This strategy is supported by recent Omdia analysis indicating that younger audiences now spend more time on micro-drama and short-form platforms than on traditional SVOD services like Netflix or Disney+.

Technically, Synamedia is betting heavily on 'Senza Ignite,' which was unveiled at NAB 2026. Per Advanced Television (April 2026), the platform allows operators to move the entire user experience into the cloud via a firmware update. This approach aims to provide modern, high-fidelity graphics on legacy set-top boxes and smart TVs that lack the processing power for modern local UIs. By centralizing the UX in the cloud, Synamedia claims it can reduce operator CAPEX by extending the life of existing hardware while enabling faster deployment of advertising and conversational search features.