How Lilly Broadcasting Rebuilt Its Newsroom and Master Control Workflows with Softron
We could do everything I was used to doing with larger systems, but in a much more flexible way.
Rebuilding a broadcast operation is never a small undertaking, especially when moving from a Windows PC environment to Macs. For Lilly Broadcasting, it meant rethinking everything—from infrastructure and workflows to the tools their teams rely on every day.
What began as a search for a replacement system quickly evolved into a broader transformation. Today, Lilly Broadcasting is running a modern, software-defined operation powered by Softron—one that simplifies workflows, reduces operational friction and gives teams more control over how content gets to air.
About Lilly Broadcasting
Lilly Broadcasting is a privately held, family-owned media company with television and radio stations serving markets across the United States and the Caribbean. Founded in 1999, the company has grown steadily through acquisitions while maintaining a reputation for operating efficiently in smaller, highly competitive markets.
With stations in regions such as Erie, Pennsylvania and Elmira-Corning, New York, Lilly Broadcasting operates in environments where resources are limited and teams must do more with less. That reality has shaped the company’s approach to technology—favoring Mac-based solutions that are flexible, reliable and easy to manage.
The Challenge
As Lilly Broadcasting expanded, its legacy infrastructure began to show its age.
A centralized hub system that once supported up to 24 streams was reaching end of life, prompting the team to evaluate replacement options. But many of the solutions they considered introduced a different set of challenges—particularly around cost and complexity.
Recurring licensing fees were a major concern. At the same time, the team needed systems that are easy to operate and maintain in smaller markets where staffing is lean and turnover is common.
On the newsroom side, existing tools were also creating friction. The team had been using another broadcast solution that was better suited for post-production than live news, limiting their ability to dynamically adjust broadcasts and respond in real time.
“We had reached our limit,” said Jason Klocko, Director of Technologies at Lilly Broadcasting.
More broadly, the team wanted to move toward a more streamlined model—one where production and master control could be managed more efficiently, even by a single operator when needed.
Discovering a Different Approach
The turning point came at NAB.
While walking the show floor, Klocko came across Softron and saw a demonstration of its software-driven approach to broadcast workflows. What stood out was not just the feature set, but the flexibility.
Softron offered a way to handle news production, playout and automation within a unified environment—while still allowing the team to integrate with hardware like Blackmagic switchers over a Mac-based environment.
“I saw the potential right away,” Klocko said. “We could do everything I was used to doing with larger systems, but in a much more flexible way.”
After additional demos and internal evaluation, the team aligned around Softron as the foundation for their next-generation workflow.
Building a Software-Defined Workflow
Lilly Broadcasting didn’t just replace a system—they rebuilt their operation.
The transition included moving their central hub, redesigning control rooms and shifting from a Windows-based environment to Mac-based infrastructure. At the core of the new workflow are Softron’s OnTheAir Video and OnTheAir MOS Gateway software solutions.
On the newsroom side, Softron now drives end-to-end production. OnTheAir MOS Gateway connects newsroom systems to OnTheAir Video, enabling rundown-driven control. That creates both a video playlist and a production automation system controlling Blackmagic switchers for live production.
However, Lilly Broadcasting took the software an additional step.
“We are using Softron not just for video playback but for the complete graphics workflow as well,” said Doug Rogers, Digital Media Director. “This offered much more value and flexibility than we expected.”
The same platform extends into master control, where Softron handles playout, graphics and crawls natively. This eliminates the need for multiple systems and reduces the complexity of routing and synchronization.
Behind the scenes, the team has built a highly automated environment. Mac-based systems—including Mac mini, Mac Studio and Mac Pro—support ingest, playout and control. Bitfocus and Stream Deck enable advanced automation and switcher control. Softron’s API allows custom scripting to push weather alerts, school closings and election data directly to air.
The result is a unified workflow where production and master control operate seamlessly.
The Results
Since deploying Softron, Lilly Broadcasting has streamlined operations across both production and master control.
Tasks that once required multiple systems—and multiple operators—are now handled within a single environment. Graphics, crawls and overlays can be inserted directly, without additional routing or manual intervention. Automation has reduced the burden on staff while improving consistency across broadcasts.
Equally important, the team has gained flexibility. They can now make real-time adjustments to newscasts and build custom workflows tailored to their needs.
“It really comes down to flexibility,” Klocko said. “The limitation is what you can create yourself.”
The transition to a Mac-based environment also proved less daunting than expected. After an initial learning curve, teams adapted quickly and now operate comfortably across the new system.
A Different Kind of Support Experience
For Lilly Broadcasting, one of the biggest surprises has been Softron’s customer support.
The team reports fast response times, often within hours, along with proactive monitoring that alerts them to potential issues.
“It’s been outstanding,” Klocko said. “You send in a ticket and you hear back quickly. And they work with you to solve the problem.”
Compared to larger vendors, where support can take days to respond, Lilly has found Softron to be highly engaged and accessible. With teams spanning time zones, support often feels continuous.
That responsiveness has helped the team move faster, troubleshoot issues more effectively and continue refining their workflows over time.