Cassole – The Vitec Group plcone of the world’s leading providers of premium branded hardware, products and software solutions for the growing content creation market, has announced an exciting rebrand and, effective immediately, will be known as name of Videndum plc.

More than a simple name change, Videndum sums up the growing ambitions of the Group and marks a new stage in its evolution.

Building on the structural change and growth of our end markets, and our market leadership positions, we are taking this opportunity to refresh and reframe our brand. “Videndum” is a Latin name – meaning “Must See” or “Must See” – and better reflects our focus and opportunities in the multiple market segments of the growing content creation industry in which we operate.

The Group retains its structure in three divisions, each division also taking the name of Videndum:

Vitec imaging solutions – Videndum Media Solutions

Vitec Production Solutions – Videndum Production Solutions

Vitec Creative Solutions – Videndum Creative Solutions

The rebranding of Videndum Media Solutions marks a fresh start and reflects recent growth within the Division. Earlier this year, Videndum Media Solutions significantly expanded its capabilities in the audio market, when it acquired premium microphone brand Audix. The acquisition expanded the division’s customer base in the content creation market, placing the premium brand Audix alongside other market leaders – and Videndum Media Solutions’ brands – JOBY and Rycote. Audix develops products for studio and live applications; JOBY serves the growing segment of influencers and vloggers; and Rycote is dedicated to broadcast/production professionals. Audix brings strong R&D and innovation capabilities to the division’s entire microphone line.

The Division is seeing an unprecedented amount of content being produced and shared on digital platforms:

1. Increased global internet usage continues to drive demand for high-quality visual content on e-commerce and branded websites. Manfrotto photographic equipment and lighting and Savage backgrounds provide the perfect solutions for studio, commercial and still product imagery.

2. On social media platforms, more than 40 million people consider themselves creators, seeking to monetize the distribution of short video content and grow their audience. JOBY is the go-to brand for a generation of creators seeking growth and has expanded its ecosystem to include audio and digital platforms and products.

3. Video on demand and subscription TV channels, such as netflix and Disney+ have pledged to increase spending on original content creation, which has led to increased demand for professional audio and lighting equipment, especially from Manfrotto and Avenger.

4. Strong growth in the live video streaming market, especially with gaming content and enterprise applications, is driving demand for JOBY and Manfrotto which offer complete setups for home or office studios.

Videndum Media Solutions will continue to innovate and bring to market new audio capture products, vlogging accessories and professional equipment for retail e-commerce and mechatronic products, while simultaneously expanding its own e-commerce channel. As a values-driven organization, social responsibility remains a guiding principle for the Division. We are strengthening our commitment to environmental sustainability which will play a key role in our future product development, especially with our Lowepro and Gitzo brands further evolving their green strategies.

In a statement, the CEO of Videndum Media Solutions Marco Pezzana summed up the division’s ambitions: “We are passionate about helping content creators improve the quality of their portfolios, helping them stand out in an industry where more audiovisual content is produced and shared than ever before. as a company, we have evolved from a photography business to a hardware and software solutions provider, driving a digital transformation into an expanded and diverse creative community that thrives on monetizing high-quality visual content across multiple digital media platforms : 75% of our revenues are now exposed to double-digit growth markets”.

On Videndum plc

Videndum (formerly known as The Vitec Group plc) is a leading global provider of premium hardware products and software solutions for the growing content creation market.

Videndum’s clients include broadcasters; film studios; production and rental companies; photographers; freelance content creators; vloggers; influencers; players; professional sound teams and companies. Our product portfolio includes camera mounts; video transmission systems and monitors; live streaming solutions; smartphone accessories; robotic camera systems; blowers; LED lighting; mobile power; Bags; backgrounds and motion control; audio capture and noise reduction equipment.

We employ approximately 2,000 people worldwide in 11 different countries and are organized into three divisions: Media Solutions; Production solutions and creative solutions.

Videndum plc is listed on the London Stock Exchange; stock symbol: VID.

More information on

LEI number: 2138007H5DQ4X8YOCF14

About Videndum Media Solutions

Videndum Media Solutions is a Videndum Division plc, an international group of companies serving clients in the growing content creation market. Videndum Media Solutions designs, manufactures and distributes high-end branded photographic and video equipment such as tripods; Bags; filters; backgrounds; motion control; lights and microphones for professional and amateur photographers and videographers; and content creators. Positioning Videndum Media Solutions as the world’s leading accessory supplier to the growing digital media content market, the portfolio includes the following premium brands: Audix; Avenger; colorama; Gitzo; JOBY; Lowepro; Manfrotto; Rycote; Savage and Syrp Lab. All products are distributed in 11 markets worldwide through Videndum Media Distribution, as well as many other markets through a network of qualified sales partners.

About Videndum Production Solutions

Headquarters in Bury St. Edmunds, UKVidendum Production Solutions, a Videndum Division plcdesigns and manufactures premium products for broadcasters, film and video production companies, independent content creators and businesses.

Comprising the Anton/Bauer, Autocue, Autoscript, Litepanels, OConnor, Quasar Science, Sachtler and Vinten brands, products include fluid heads, tripods, lighting batteries, teleprompters and specialty camera systems. It also provides high-end services such as equipment rental and technical solutions.

Videndum Production Solutions has manufacturing and R&D centers in the United States, UK, Costa Rica and continental Europeand its products are available through global partners and brand websites.

About Videndum Creative Solutions

Based at Southern CaliforniaVidendum’s Creative Solutions division designs and manufactures premium products for broadcasters, film and video production companies, independent content creators and enterprises.

Comprising the brands Teradek, SmallHD, Wooden Camera and amimonCreative Solutions products are used worldwide for sports, news, live events, film and television production, and online streaming.

Creative Solutions has manufacturing and R&D centers in the United States, UK, Israel and continental Europe.

Distributed by


Comments are closed.