ASG Expands Virtual Production Control Room Initiative, Hires Claudia Souza as Cloud Revenue Officer


Souza to Develop Business Practices that Best Support Company’s Cloud-Based Virtual Production Control Room for Media and Entertainment Sector

EMERYVILLE, CALIF., OCTOBER 27, 2021 – Advanced Systems Group (ASG), a solutions provider for media creatives and content owners, today announced Claudia Souza joined the company last month as Cloud Revenue Officer. She will lead the company’s cloud-based live production business operations, including sales efforts for ASG’s new Virtual Production Control Room (VPCR) a cloud-based live production platform for broadcast-quality live event coverage.

Claudia Souza, Cloud Revenue Officer, ASG

Prior to joining ASG, Souza was part of the leadership team of Grass Valley’s Advanced Technology Division, in which Souza spearheaded the commercial launch of Grass Valley’s GV Media Universe, a leader in cloud transformation for Media and Entertainment. As Director of Global Business Development and Solution Architecture, she played a key role in developing and implementing go-to-market plans for the company’s new cloud-based business model, putting in place all processes and procedures for this new initiative, including establishing Grass Valley’s GVMU Advanced Channel Partner program. Previously, she spent 13 years at Sony Electronics in various roles, her last as Global Business Development Manager, where she spearheaded a worldwide systems integration initiative focused on M&E. 

“I literally can’t think of anyone more qualified to lead our cloud business than Claudia. With her experience in developing cloud-based production solutions, she can help us maximize the potential of our VPCR,” said Dave Van Hoy, President of ASG. “Cloud business models can be quite different than traditional capital expenditures. Claudia will help educate the ASG team on how to execute these new models, plus develop partnerships with more vendors and expand our client base.”

Her main objective at ASG will be to expand and implement a successful business model for VPCR. “In a broad sense, my experience is in turning leading edge technology into a thriving business,” she said. “Everyone focuses on attention-grabbing innovation, and that’s wonderful, but the business side is just as important. Without the right processes and teams in place to support it, that initiative won’t prosper. ASG’s done an amazing job so far with VPCR. I’m here to take it to the next level.”

Finding the sweet spot for that transition to cloud-based operations will be her main objective at ASG. “Many media and entertainment companies are interested in the cloud,” she added, “but they’re still working on figuring out how it fits into their future. I look forward to helping customers find the most effective ways to leverage the cloud within their unique environments.” 

Souza is based in Seattle. Contact her via email at

About ASG:

Advanced Systems Group, LLC enables creativity through better technology for media creatives and content owners. From acquisition to post production to delivery, whether on premises or in cloud, ASG’s goal is to ensure customer success through tailored solutions that create optimal workflows. One of the largest Systems Integrators in North America, ASG provides engineering services, physical and cloud integration, training, and support. ASG’s Virtual Production Control Room allows clients to operate their live event control room in the cloud. ASG’s Managed Services delivers customized staffing solutions for all phases of media production, including creative and engineering. Based in Northern California since 1997, ASG also has teams in Los Angeles, the New York Tri-State Area, and the Rocky Mountain Region to provide nationwide services. Find your solution at