At NAB 2023, James Eddershaw, Managing Director of Shotoku Broadcast Systems (UK), highlighted the company’s latest elevator pedestal, the TI-11x. He declared, "The pedestal allows users to take the camera very low and also very high in the studio, with exceptional range and speed; while the pedestal is fixed in position, it offers smooth and fast on-air performance, making it an ideal choice for broadcasters.
“This is not a pedestal that moves around on the floor; we have other products that do that. The TI-11x has robotic control, but can also be used manually, if needed."
Eddershaw noted that while the company has plenty of competition, its focus on providing an overall package gives Shotoku an edge. He said, "It is the overall customer experience that marks us out — it includes customer service, flexibility of the system, and the ability to expand and upgrade in the future.
“We pride ourselves on being able to give all of that to our customers."
The company has been providing robotics solutions to broadcasters worldwide, and is a regular at NAB shows. Eddershaw mentioned that the company's products are some of the best on the market, offering broadcasters a combination of performance and longevity.
Did the COVID-19 pandemic change the company's marketing strategy?
"What happened with COVID that didn't really change is that people still want the best performance; they want, of course, a good price, or they want something which can last for many years and give them the performance they look for, but which can also be upgraded with advances in technology," said Eddershaw. "So, for us, there has not been any major change in our marketing strategy."
Shotoku offered a range of products at NAB from robotics to fully-integrated robotic systems, including the TG-18, a pan and tilt head for a studio that offers robotic control and can be used manually as well.
Eddershaw added. “The company's latest offering demonstrates its continued commitment to providing broadcasters with cutting-edge technology and customer-centric solutions that meet their needs.”