As William F. White International continues its transition to the digital realm, the studio and production equipment rental giant has rebranded its broadcast sales company CinequipWhite as Whites Digital Sales & Service.

The new name also continues a revamp of CinequipWhite that began two years ago by general manager Larry Lavoie that includes more digital offerings.

Toronto-based Whites Digital supplies lighting equipment and fixtures and camera support (pictured, off-road camera car Commander), among other services, to a range of broadcast players like Bell Media, CBC, Shaw Media and Rogers Media.

“The name Whites Digital Sales & Service Inc. better reflects the services we offer to keep in step with the significant changes in our industry,” said William F. White International head Paul Bronfman, in a statement.

The shift to digital equipment offerings has also been reflected at the main rival for William F. White, the recently-combined Sim Digital/PS Productions Services.