JB&A Debuts New Name of Exertis Broadcast

JB&A will now be known as Exertis Broadcast.

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The new unit will join Exertis ProAV, Exertis Consumer Electronics, Exertis Enterprise, and Exertis Mobile Living in offering vendor partners and resellers an unprecedented range of channel focused sales and marketing programs.

“The launch of this new business unit, backed by the scale, commitment, and resources of the entire Exertis Group and DCC, comes at a time when video has become the primary communications platform for every type of company or organization,” says Exertis Pro AV Managing Director John Dunne. “The new distributed and remote work/learn economy we live in today is turning every company, school, professional, and learner into their own individual content producer and broadcaster. This reality is driving the growth of enterprise quality video in North America in ways never before imagined.”

According to Dunne, traditional corporate, as well as network and cable broadcasters, have long understood the importance of the broadcasted image. This understanding now applies to literally everyone who must lead or participate in a video call on any platform.

“In a remote and hybrid work environment, you’re only as good as the image you broadcast to the other call participants. With an in-person meeting, you only have to look good to a few other people in the same room. On a video call, you are competing for the approval of, in some cases, literally hundreds of participants, many of whom are masters of turning video technologies to their advantage.”

Looking beyond remote work, Dunne sees broadcast quality video becoming an increasingly important tool for telemedicine providers and growth marketers who are utilizing professional quality videos in their digital marketing campaigns.

“Traditional media news sources are losing their hold on the consumer’s attention. Every company can and should be its own broadcaster, speaking directly through video to audiences they define, curate, and cultivate over time. At the end of the day, a direct line of communication between a company and its market is the most effective way to sell.”