Interview Rob Sanders
Interview Rob Sanders from Studioctrl 'The power of the studio'
I have a long track record in designing and building studios. In the past with various employers, and now with Studioctrl.nl. For me, studios are really the link to the client. But I don’t disappear once the studio is finished. What matters to me is that the studio becomes a success, and I almost always stay in touch. My work is actually more about people than about studios. That was also a major motivation for starting my own company.
What are you seeing happening in the landscape right now?
Rob: Many companies have studios that were set up quickly in the past — for example during COVID — but are now barely being used. Often there’s a fear that upgrading will be too expensive or too complex, or that there isn’t enough in-house knowledge.
We help organizations break through that barrier by creating studios that are easy to operate and that connect to what is already in place. This allows companies to actively use their studio again and keep control of their own story, without major investments.
At the same time, we see expectations rising. Companies don’t just want a working studio anymore — they want one that supports their growing ambitions and professional image.
I see strong growth in demand for studios, especially among small and medium-sized businesses. People often assume that AI reduces this need, but in practice the opposite is happening. Because AI makes content creation easier, more companies are investing in video and online visibility. At the same time, expectations are much higher: everything needs to look good and align with the brand.
What used to be occasional and simple is now becoming structural and more professional. Think of webinars with fixed formats, intros, bumpers, and animations that contribute to recognizability and consistency. AI helps make this faster and more accessible, but when it comes to final quality — image, sound, presentation, and direction — a professional studio remains essential.
What kind of companies work with Studioctrl?
Rob: That’s quite diverse. Usually, companies come to us with a specific goal. For example, I help many marketing departments start broadcasting. They often have a clear objective and a defined budget.
I then build the studio and train people who have no prior studio experience to run webinars themselves. Many people think a studio requires hundreds of thousands in investment, but that’s really not the case.
In fact, for companies that broadcast six or seven times a year, the cost of renting an external studio often doesn’t even compare to developing their own studio — let alone the organization and logistics that come with using an external location. In many cases, the investment pays for itself within five years.
And once companies have their own studio, they can broadcast much more frequently and develop far more content — creating significantly more value for their brand.
Where does Studioctrl add the most value?
Rob: I mainly focus on making a studio profitable versus simply having one, ensuring that companies can deliver high quality within that context.
I strongly believe in short communication lines and close collaboration with partners — people with specific expertise who can help apply this for clients.
OnlineWebinar shares my vision about partnerships and collaboration, so it felt very natural to enter into a close partnership. I’ve worked with the people at OnlineWebinar for a long time, so we know each other’s customers well. I know exactly where the needs are and what level of quality is required for these projects to succeed.