40 TVBEurope The Business Case
L-S-Beyes global growth for unifying control system
On the back of sustained European growth, VSM control system developer L-S-B has the global market in its sights. By David Davies
CASTING an eye out over Wiesbaden from the boardroom of L-S-B, the broadcast solutions developer he co- founded in 2003, Wilfried Luff is in a suitably reflective mood. After nearly 10 years, he says, “the concept behind VSM is well and truly established. Now we are ready to step up the marketing side and take the system to other parts of the world.”
Aside from a straightforward
decentralised router controller, vsmSnap, L-S-B has one primary solution to bring to market. But the highly intricate nature of this system – the ‘everything under one roof’ broadcast operations control solution VSM (Virtual Studio Manager) – means that the accompanying marketing push will need to be equally sophisticated. Nonetheless, with VSM constituting one answer to the rapidly escalating demand for effective unification and management of complex broadcast systems, it would be hard to disagree with Luff’s contention that “now is the time to spread the word about its capabilities”.
Sharing resources The initial strands of the system that came to be known as VSM were in existence for several years before L-S-B Broadcast Technologies was established in 2003. And while the system has evolved dramatically during the ensuing decade, its underlying principles remain unaltered.
Operating over standard IP, and therefore suitable for integration into existing broadcast infrastructures, VSM is designed to provide powerful control of complex operational set-ups. Although the size and scope of a VSM installation may vary considerably, its core is always provided by the vsmStudio server application, which can run on standard machines without any Master/Slave restrictions. A variety of user panels and interfaces may be deployed, with an extensive design toolbox allowing customers to change these interfaces without manufacturer support – a feature that allows the system to adapt as requirements change. Standing apart from
individual manufacturer strategies, L-S-B says that it is committed to the continual implementation of third party
www.tvbeurope.com February 2013
The L-S-B team pic (left to right): Steve Barnes, Alex Benet, Humphrey Hoch, Regina Stoll, Wilfried Luff, Sölvy Brakhuis and Jamie Dunn
technology is changing much more rapidly than operational workflows and user interface requirements; therefore, VSM allows core system hardware components to be replaced without the need for changing the front-end control interfaces for operational staff.” Advantages for demanding
applications are plentiful, claim VSM’s developers. Because the
“With Ravenna we see a lot of new possibilities on the horizon”
protocols as new hardware appears on the market – meaning that exchanging hardware at a later date can be achieved without changing interfaces or workflows. “This capability allows customers to protect their investment over a very long time period – a crucial requirement as budgets continue to be scrutinised very carefully,” remarks Luff. “Hardware
them ITV, ZDF, Al Jazeera and SABC.
Wilfried Luff
system has multiple devices under its control, it is possible to store a salvo containing more than just router crosspoints – paving the way for a complete truck set-up to be recalled with a single button-push. The ability to handle complex Tally logic means that there is no requirement for an external Tally system, while signal routing can be simplified by the creation of ‘Pseudo Devices’ that bundle different signal types together, allowing them to be treated operationally as a single device.
“In modern broadcast set-ups,
Wilfried Luff: “VSM is able to satisfy broadcasters’ need for flexibility of resources and resource-sharing”
there is a need for flexibility of resources and resource-sharing. It’s a requirement that VSM is able to satisfy with a very high level of user versatility,” remarks Luff, who points to a client list that includes some of the broadcast world’s most distinguished names, among
Growth strategy Soon after its official launch in 2003, VSM had attained a 10% market share in Germany, rising to more than 60% by 2011. Suitability for the high stress, fast turnaround OB truck environment means mobile applications have historically powered the system’s growth -- although in more recent times a near-parity between sales for mobile and fixed installations has been achieved. In its first five years, VSM’s
profile was concentrated primarily on the European market. But since 2008, its reach has grown in a more concerted fashion thanks to the development of a separate global sales and marketing operation, L-S-B International. “Changing our route to market was an important development for us,” confirms Luff. In 2013, Europe continues to be L-S-B’s primary market, but the US is “fast becoming one of our main points of focus”. On other areas, Luff echoes the sentiments of many broadcast technology developers in pinpointing the “huge potential of Korea, China and Asia.” As might be expected, L-S-B will be appearing at most of the major stops on the annual trade show circuit this year – including BVE, NAB, CABSAT and IBC – and will also enjoy added visibility thanks to its association with the Ravenna
networking project. Developed by ALC NetworX, Ravenna – which employs standardised IP for the realtime distribution of audio and other media content – seemingly came of age at IBC2012 and now boasts more than 20 manufacturer partners. “With Ravenna we see a lot of
new possibilities on the horizon such as even more flexibility in combining technology from different manufacturers,” says Luff. “Furthermore, we see a broad field of controlling audio parameters starting with a microphone gain and ending on loudspeaker volume with the VSM as an umbrella system via IP.” On several occasions during
our conversation, Luff emphasises that VSM can never be regarded as an “out of the box solution”. Every deployment, he says, is bespoke and therefore requires specialist set-up and implementation. Nonetheless, L-S-B is now actively seeking more local partners who can help it carry out more projects in more territories, simultaneously. “VSM is a sophisticated system that does require explanation,” says Luff, “but it brings many advantages, not least that it can be modified as workflows change. This – and the ability to streamline overall workflows as broadcast operations become increasingly complex – will be a crucial part of the message as we move ahead.”
www.l-s-b.de
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