What VMI.TV does

VMI.TV Ltd is a UK-based camera and broadcast equipment rental company founded in 1979, operating from a headquarters in North Acton (London) with a secondary operation in Bristol. The company rents digital cinema cameras (Sony Venice, RED V-Raptor/Komodo, ARRI Alexa Mini LF/Alexa 35, Canon C500/C300, Blackmagic Pocket 6K, DJI Ronin 4D), specialty lenses (anamorphic, vintage primes, macro/probe), lighting and grip packages, and high-speed (Phantom VEO 4K, Freefly Ember) and low-light (Canon ME20) cameras to feature film, TV drama, commercial, and documentary productions. Its wholly-owned subsidiary VMEDIA provides media accessories including large-capacity SSDs/memory cards and flight-safe batteries. The company also operates full-service production packages with crew coordination, equipment insurance (18% damage waiver on hires up to £5,000), delivery logistics with subsidized same-day service within a 10-mile radius, and a training/workshop programme at West London College and the University of West London.

The business model is asset-heavy daily/weekly rental pricing with optional usage-based damage waiver cover and ancillary delivery, insurance, and production services. VMI's go-to-market is direct-to-consumer B2B, targeting production companies (not named end-customer logos disclosed) with a 200+ page publicly downloadable rate card updated daily. The company has built adjacent differentiators including Albert-certified carbon-neutral operations backed by 100% renewable grid energy and 55KW on-site solar, a Net-Zero-by-2030 commitment (earning the COP26 Hero of Net Zero award in 2021), Great Place to Work certification, and Living Wage Foundation recognition as the UK's first certified living wage camera rental company. In 2026 the company entered film sales/distribution, launching titles at Cannes Film Festival.

Name

VMI.TV

Legal name

VMI.TV Ltd

Website

https://vmi.tv

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

VMI.TV is a UK-based, family-run camera and broadcast equipment rental company founded in 1979, supplying cinema cameras, lenses, lighting, and grip to feature film, TV drama, commercial, and documentary productions from London and Bristol locations.

Ownership category

akta.pro rank

Product category

Camera & Film Equipment Rental

NAICS

Motion Picture and Video Production (51211)

SIC

Photographic Equipment & Supplies (3861)

akta.pro primary industry

VFX Supervision & On-Set VFX Services (MPAHABAA)

akta.pro secondary industries

On-Set VFX & Data Acquisition (Witness Cams, Lidar/Photogrammetry, HDRI, Plates) (MPADAHAK), Removable Storage for Cameras & Drones (High-Speed Capture Media) (HDACAIAJ)

Keywords

• Camera equipment rental
• Film production hire
• Cinema lens rental
• Broadcast camera hire
• Lighting and grip rental

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Inventory or Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Equipment Rental: Core revenue stream from renting cameras, lenses, lighting, grip equipment and accessories to film, TV, and commercial productions on daily or weekly rates. The company maintains an extensive inventory of premium cinema equipment including Sony Venice, RED, ARRI, Canon cameras and specialized lenses.
2. Damage Waiver Cover: Optional damage waiver cover charged at 18% of total hire value for equipment up to £5,000. Provides protection against loss or damage with specific deductible amounts based on loss value.
3. Insurance Services: Recommended media insurance companies for equipment above £5,000 value. VAT added at prevailing rate for insurance/damage waiver cover.
4. Delivery and Collection Services: Subsidised untimed delivery/collection service within 10 miles for orders over £250 minimum. Timed delivery services available for larger/regular deliveries across the UK.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

VMI is a UK-based camera and filming equipment rental company established in 1979, supplying digital cinema camera packages, lenses, lighting, and grip equipment to film, television, commercial, and documentary productions. The company also provides complementary services including damage waiver/insurance, UK-wide delivery and logistics, production crew facilities, and a VMEDIA division for memory cards/SSDs and high-capacity flight-safe batteries.

Product overview

VMI.TV is a camera rental company established in 1979, providing digital camera packages, lenses, lighting, and grip equipment for features, dramas, commercials, and documentaries. The company operates from London and Bristol locations and offers both equipment rental and supplementary services including production crew facilities, equipment insurance (Damage Waiver), delivery logistics, and professional training workshops. The core rental portfolio includes cinema cameras from manufacturers such as ARRI (Alexa Mini LF, Alexa 35), RED (V-Raptor, Komodo), Sony (Venice, FX9, FX3, FX6), Canon (C500 Mk II, C300 Mk III), and Blackmagic, supported by specialist lenses (anamorphic, vintage primes, macro/probe), lighting equipment, and stabilization systems (Ronin 4D, RS4). The company also provides slow-motion and low-light specialty cameras, and operates a media division (VMEDIA) for memory cards and batteries. Educational services include free workshops on camera operation, lighting techniques, and lens comparisons, as well as a formal apprenticeship programme for camera technicians.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Cinema Camera Rental Rental of professional digital cinema cameras including Sony Venice (6K full-frame), RED 8K V-Raptor VV, RED Komodo, ARRI Alexa Mini LF (Netflix-approved), ARRI Alexa 35, Sony FX9/FX3/FX6, Canon C500 Mk II and C300 Mk III, Blackmagic Pocket 6K, and DJI Ronin 4D/RS4 gimbal systems. Targeted at feature film, TV drama, commercial, and documentary production companies requiring the latest high-end digital cinema camera technology on daily/weekly rental terms.
• Cinema Lens Rental Rental of specialty and standard cinema lenses including Blazar Remus 1.5x FFA anamorphic 3-lens sets, Iron Glass MK II 6-lens sets, Service Vision Scorpio FFA Anamorphic x2 5-lens sets, Cooke Panchro Classic, Zeiss Supreme Radiance, ARRI Signature Primes, and specialty probe and macro lenses. Targeted at cinematographers and productions requiring anamorphic, vintage-style, or specialty lens looks.
• Super Slow-Motion and Super Low-Light Camera Rental Rental of specialist high-speed and high-sensitivity cameras including Phantom VEO 4K PL and Freefly Ember S5K 4K super slow-motion cameras (up to 1000fps) and Canon ME20F-SH super low-light camera (near-darkness colour capture, EOS mount). Targeted at natural history, sports, documentary, and dramatic visual effects productions requiring extreme high-speed or low-light capture.
• Lighting and Grip Equipment Rental Rental of professional lighting packages (LED panels, HMI fixtures, tungsten lights) and grip equipment including dollies, sliders, and stabilizers. Targeted at film, TV, and commercial productions requiring full lighting/grip packages alongside camera rental.
• VMEDIA Memory Cards, SSDs and Batteries Rental Specialist media division of VMI (VMEDIA) providing rental of the largest and fastest memory cards/SSDs and high-capacity flight-safe batteries for professional film and TV productions. Targeted at productions requiring high-volume, high-throughput media storage and aviation-compliant battery power.
• Production Services and Crew Facilities Full-service production packages including locations filming, comprehensive sound/grip/lighting setups, crew coordination, and bespoke production quotes through VMI's network of freelance camera crew. Targeted at productions seeking a single supplier for end-to-end production support alongside equipment rental.
• Equipment Insurance and Damage Waiver Damage waiver cover charged at 18% of total hire value for equipment up to £5,000, with tiered deductibles (Under £1,000 = £350; Under £2,500 = £600; Under £5,000 = £800) plus general damage claims at £50 or 20% whichever is greater. Recommended third-party media insurance companies for equipment above £5,000. Mandatory insurance for hires over £5,000. Targeted at all production clients renting equipment.
• Delivery and Logistics Services UK-wide delivery and collection services including subsidised untimed delivery/collection within a 10-mile radius for orders over £250 minimum, and 24-hour timed delivery/collection services for larger or regular UK-wide deliveries. Targeted at production clients requiring equipment transport to and from set locations.
• Training Workshops and Education Free hands-on training workshops covering camera systems (ARRI Mini LF, DJI Ronin 4D, Canon PTZ), LED lighting courses, lens comparison events, and macro/probe cinematography sessions, hosted at West London College, University of West London, and Boomsatsuma (Bristol). Limited to 10 attendees per workshop with hands-on instruction. Targeted at camera operators, DoPs, and production crew seeking skills development and equipment familiarisation.
• Camera Prep Technician Apprenticeship Programme Two-year formal apprenticeship training programme for camera prep technicians, developed in partnership with London Screen Academy, SkillSet, ScreenSkills, ASPEC, and multiple UK rental companies. Leads to a Level 3 NVQ qualification with guaranteed employment. First cohort of nine trainees in 2022; three apprentices currently working at VMI's London and Bristol sites. Targeted at aspiring camera technicians and the broader UK rental industry skills pipeline.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• London Screen AcademycoreStrategic or Co-development PartnerLSA developed and delivers the Camera Prep Technicians Apprenticeship Standard in collaboration with VMI and other rental companies. Nine trainees formed the first cohort in 2022.
• SkillSetcoreStrategic or Co-development PartnerTraining programme developer that worked with ScreenSkills and Institute of Apprenticeships to design and approve the Camera Prep Technicians Apprenticeship Standard.
• ScreenSkillscoreStrategic or Co-development PartnerIndustry skills body that agreed to investigate and help develop the Camera Prep Technicians Apprenticeship Standard.
• ASPEC (Studio & Production Equipment Companies)minorChannel Partner/ Reseller/ DistributorIndustry association representing UK camera rental companies that supports the apprenticeship scheme and sustainability initiatives.
• West London CollegecoreStrategic or Co-development PartnerProvides facilities for VMI workshops including Ronin 4D training, LED lighting courses, and lens comparison events. Located at Ealing Green Campus, home of original BBC Ealing Studios.
• University of West LondonminorStrategic or Co-development PartnerPartners with VMI for Canon PTZ workshops at their Ealing Campus facility.
• Canon UKminorGTM or Marketing PartnerCanon UK supports VMI Canon PTZ Workshop events, providing technical support and product expertise.
• Ealing CouncilminorGTM or Marketing PartnerProvided grant funding to promote high-efficiency lighting technologies through VMI training courses.
• Industry Rental Companies (PixiPixel, Movietech, CVP, Cineark, Pro Motion Hire, Brownian Motion)coreStrategic or Co-development PartnerMultiple rental companies signed up as employers for the 2022 Camera Prep Technicians apprenticeship intake, collaborating to design and formalize the apprenticeship standard.
• Boomsatsuma (Bristol Film School)minorStrategic or Co-development PartnerPartners with VMI for Bristol Lens Events and workshops hosted at their Skyline Park studio facility.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Keslow Camera: Large US-based cinema camera and lens rental house serving Hollywood features and streaming productions; comparable in high-end cinema equipment focus but US-anchored rather than UK-anchored like VMI.
• ARRI Rental: ARRI's worldwide camera rental division and direct competitor in premium cinema cameras (Alexa Mini LF, Alexa 35); operates globally with manufacturer-direct advantages in flagship ARRI inventory.
• Presteigne Broadcast Hire: UK-based broadcast and production equipment rental with deep London presence, serving drama, live events, and corporate productions; partial overlap with VMI on camera/lighting and direct competitor for UK-wide delivery.
• Panavision UK: Global integrated camera and lens rental specialist with UK operations serving the same premium feature/TV market as VMI; broader geographic footprint and proprietary lens systems make it an incumbent competitor at the high end.

Direct peers

• CVP Group: UK cinema and broadcast equipment retailer and rental house named as a VMI apprenticeship partner; competes directly on camera bodies (Sony, Canon, ARRI) and rental services for independent productions.
• Movietech: UK cinema camera and grip rental house named alongside VMI in the Camera Prep Technicians apprenticeship scheme; competitors for the same feature/TV production customers in London.
• Panalux: Major UK-headquartered rental house for lighting, camera, and grip equipment serving feature film, TV, and commercial productions — directly overlapping VMI's customer base, equipment categories, and London-centric service model.
• Cineark: UK camera and lighting rental company collaborating with VMI on the apprenticeship scheme; smaller-scale direct peer in film/TV equipment hire with overlapping customer base.
• PixiPixel: UK camera and lighting rental house that co-developed the apprenticeship standard with VMI; operates at the same small-to-mid scale in London, directly competing for drama and commercial work.

Regional players

• Visual Impact: UK broadcast and cinema equipment hire company with multi-location UK presence, offering cameras, lighting, and accessories to drama, documentary, and broadcast productions — overlap with VMI on camera/body inventory but broader broadcast tilt.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/vmitv
• YouTubeyoutube.com/user/VMIdotTV?feature=watch
• Facebookfacebook.com/vmihire
• LinkedInlinkedin.com/company/vmi-broadcast
• Instagraminstagram.com/vmi.tv

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VMI.TV