CinequipWhite rebranded as Whites Digital Sales & Service


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.