Ericsson Broadcast & Media Services to rebrand as Red Be

https://www.broadbandtvnews.com/2017/11/09/ericsson-broadcast-returns-to-red-bee-media-brand/

I'm sure there are plenty of people who've worked there long enough to have been rebranded to Red Bee once already. In fact, quite a few people never stopped calling them that!

So. Am I correct in saying that this was previously called Red Bee, then bought by Ericsson, who are now calling it Red Bee again? And this has nothing to do with Red Bee, the creative agency, whose name has never been changed?

Hahaha wtf

Looks to me as if the following has happened/is happening.

BBC Broadcast - both the Playout and Creative operations - was sold and rebranded as Red Bee.

When Ericsson - who already had other Playout operations in other countries (including Sweden) - bought Red Bee, they retained the Red Bee brand for the creative division (i.e. the bit that makes trails, handles branding, and does graphics) but they branded the Playout operation as Ericsson, which aligned with their existing Playout business in other countries.

Now that Ericsson appear to be looking at selling their Playout and creative businesses - they need to not be Ericsson branded I guess - so the Ericsson Playout arm is being folded into the Red Bee brand, and the whole lot run as a separate, wholly owned, company. In the UK this means some people who once worked for BBC Broadcast and then Red Bee, and now Ericsson, will again work for a company called Red Bee.

However I guess other staff in other countries - and those former ITV / Technicolor staff - who work for Ericsson and have never worked for Red Bee, they will be Red Bee for the first time?

Thanks, that makes a lot more sense

Rebranding back to Red Bee makes it easier to sell.