Technical Direction Company

What Technical Direction Company does

Technical Direction Company (TDC) is an Australian specialist video technology provider founded in 1981, operating from Sydney (Alexandria headquarters), Melbourne, and Auckland. The company delivers end-to-end video technology solutions for live events, TV and film production, concert touring, corporate communications, theatre, and large-scale experiential installations, working with clients including Disney/Marvel, BBC Studios, Salesforce, Canva, YouTube, Destination NSW (Vivid Sydney), and touring acts such as Kylie Minogue, Travis Scott, and Olivia Rodrigo.

TDC's core offering combines specialist equipment hire (70+ Barco and Panasonic projectors, ROE LED panels, broadcast camera systems) with project-based engineering services (system design, on-site crew, show control, pre-visualisation) and a proprietary software platform — TDC LiveView — which spans a custom gaming engine for TV game shows, show-automation and monitoring, and a cloud-based signage solution. The technology stack is anchored on disguise media servers (GX/VX series, rX), Brompton Tessera LED processing, Notch real-time content, BlackTrax / RedSpy motion tracking, and integrations with render engines (Unreal, Unity) for xR and virtual production workflows. TDC's TDC Studios provides pre-visualisation and in-camera VFX, supporting virtual production deployments including what was reported as the largest LED volume in Australia for Marvel's Thor: Love and Thunder.

The business monetises through custom project quotes that bundle hardware rental, specialist crew, and engineering services, with revenue streams spanning equipment hire, project-based professional services, and licensing of TDC LiveView. Go-to-market is direct enterprise field sales from the three offices, supported by event-driven demand generation through marquee projects and industry awards. Distribution runs exclusively through owned channels, with channel partnerships (Solotech for touring, GPJ and Imagination Australia for experience marketing) extending reach without third-party resellers. The company is privately held, founder-led (Michael Hassett, Founder and Managing Director), and operates without disclosed external funding, M&A activity, or institutional investors.

Name

Technical Direction Company

Legal name

Technical Direction Company

Website

https://tdc.com.au

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Technical Direction Company (TDC) is a 44-year-old Australian specialist video technology provider that designs, supplies, and operates large-scale LED, projection, broadcast camera, and media-server solutions for live events, TV and film, concert touring, corporate events, and experiential installations across ANZ.

Ownership category

akta.pro rank

Headquarters

HQ city

Alexandria

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rental / Hire: TDC hires out its extensive inventory of LED screens, projectors, camera systems, media servers, and control equipment to production companies, agencies, and event organisers. Equipment is deployed with TDC's technical crew and expertise.
2. Project-Based Professional Services: Full-service video technology projects from early creative consultation through to live delivery, including system design, engineering, on-site technical crew, project management, and show control. Covers TV & film, live events, theatre, corporate communications, concert touring, and large-scale experiential installations.
3. Technology Sales: Sale of proprietary software platforms including TDC LiveView (Gaming, Automation, Signage) and associated control frameworks.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Technical Direction Company (TDC) is a specialist video technology company that hires out and engineers complete video production systems — including LED walls, large-format projection, broadcast camera systems, media servers, and xR/virtual production LED volumes — for live events, TV & film, corporate communications, concert touring, theatre, and large-scale experiential installations. TDC provides end-to-end project services from early creative consultation through system design, equipment deployment, on-site technical crew, and live show control, supplemented by its proprietary TDC LiveView platform for show automation, game show game engines, and event signage.

Product overview

Technical Direction Company (TDC) is a specialist video technology company with a 44-year track record, offering a comprehensive portfolio of video technology solutions for live events, TV and film, corporate communications, concert touring, theatre, and experiential installations. The core offerings include LED Solutions (featuring ROE LED panels), Projection Solutions (Barco projectors including UDX-4K32), Camera Systems (broadcast cameras with Ross switchers), Media Control Solutions (disguise media servers including GX series and VX series), TDC Studios (pre-visualization and virtual production), and xR Solutions (LED volumes with real-time tracking). TDC LiveView is a key platform product enabling custom game engines, automation, and signage for events. The company also offers specialized solutions including disguise media servers, Notch real-time content creation, portable production units, and projection technologies like gostMESH holographic fabrics. Equipment spans camera chains from Sony and Panasonic, lenses from Canon and Fujinon, and integrates with industry tools including BlackTrax, Brompton Tessera processing, and render engines (Unreal, Unity).

Differentiator

Problem solved

Functional benefit

Products and services

• LED Solutions Complete LED video technology solutions including ROE LED panels, transparent LED, floor LED, and custom LED configurations for live events, TV, film, concert touring, and installations. Equipment is deployed with TDC's technical crew and engineering expertise.
• Projection Solutions Large-scale projection technology including laser projectors from Barco, projection mapping, and architectural projections for landmarks and buildings, with on-site technical crew for flagship events such as Vivid Sydney.
• TDC Studios Production studio facilities offering pre-visualisation, virtual production, and in-camera VFX capabilities for TV and film productions, including the TDC Pre-Viz Studio for 3D modelling and projection planning workflows.
• Media Control Solutions Media servers and playback systems including disguise GX and VX series, Notch, Dataton WATCHOUT, and related software for content playback and show control, deployed across live events, TV/film, concert touring, and corporate productions.
• Camera Systems Comprehensive HD and UHD broadcast camera solutions with switchers, camera chains, lenses, and portable production units for touring and live broadcast, supporting TV game shows, concerts, and corporate events.
• xR Solutions Extended reality and virtual production solutions built around large-scale LED volumes, camera tracking, real-time rendering workflows, and motion capture for film, TV, and corporate productions. Deployed for feature films including Thor: Love and Thunder.
• TDC LiveView Platform Proprietary TDC LiveView platform comprising the Gaming Engine (custom game engine for TV and live productions integrating with lighting systems, LED displays, and audience interaction), Automation (show synchronisation and real-time monitoring), and Signage (cloud-based visitor information and pedestrian traffic management) for events and city-wide festivals.
• Pre-Visualisation Services TDC Pre-Viz Studio service enabling design ideas to be visualised before live deployment, supporting projection planning, 3D modelling workflows, and reducing on-site setup time while improving projection accuracy.
• Portable Production Units (PPUs) Custom-built portable production racks with all components needed for capturing live shows and broadcast, configured with Ross Carbonite switchers for touring and live event deployment.

Quantifiable outcome

• TDC delivered 138,240,000 pixels to the Sydney Opera House sails (equivalent to four IMAX screens) at Vivid Sydney 2018.
• +4 more outcomes

Named customers24 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature8 records

Partnerships

20 partnerships are on record, tiered core, flagship and minor.

• SolotechcoreChannel Partner/ Reseller/ DistributorSolotech is a major audio-visual and entertainment technology distributor and integrator. TDC works with Solotech to provide technology solutions for major concert tours in Australia, such as the Kylie Minogue Tension World Tour. Solotech serves as the distribution/channel relationship through which TDC's technology reaches large touring productions.
• HIVEcoreTechnology or IntegrationHIVE provides the BeeBlade media server technology used by TDC to power large-scale installations. TDC deployed HIVE BeeBlade media servers in 70 Panasonic projectors for the BBC Earth Experience Melbourne, enabling precise positioning and timing across the 360-degree immersive panorama with no cable distribution system or control room.
• Moon Eye Productions / Live Nation / BBC Studios / Tinker ImagineersflagshipStrategic or Co-development PartnerJoint production partners for the BBC Earth Experience Melbourne, a major immersive digital art exhibition narrated by Sir David Attenborough at the Melbourne Convention and Exhibition Centre. TDC served as the video technology supplier providing the entire playback and projection infrastructure.
• Spinifex GroupcoreStrategic or Co-development PartnerSpinifex Group is a leading creative technology and projection design studio. TDC partnered with Spinifex on multiple Vivid Sydney installations, including winning Gold at AEAF Awards 2014 for the Gamma World projection at the Museum of Contemporary Art. Spinifex creates visual content; TDC provides the projection technology and expertise.
• Ample ProjectscoreStrategic or Co-development PartnerAmple Projects is a multimedia installation and projection art studio. TDC partnered with Ample Projects for multiple Vivid Sydney installations, including earning Bronze at AEAF Awards 2014 for the Urban Tree Project, and Visions of Vienna projections with Sydney Symphony Orchestra.
• Digital PulseminorStrategic or Co-development PartnerDigital Pulse won Silver at AEAF Awards 2014 for their live water projection 'Aquatique' at Vivid Sydney, with TDC supplying core video equipment and expertise.
• Imagination AustraliacoreStrategic or Co-development PartnerImagination Australia is a leading experience marketing agency. They produced and conceived the RAN International Fleet Review, bringing TDC on board as video technology supplier. TDC deployed 56 Barco projectors for projections on the Sydney Opera House and Harbour Bridge pylons.
• George P. Johnson (GPJ)coreStrategic or Co-development PartnerGeorge P. Johnson is a global experience marketing agency. GPJ engaged TDC for video solutions at Sibos 2018 (keynotes and six conference rooms) and the Invictus Games Sydney 2018 opening ceremony at the Sydney Opera House. GPJ is a repeat client spanning multiple years.
• KOJO / DONE+DUSTEDcoreStrategic or Co-development PartnerKOJO is an audio-visual production company; DONE+DUSTED is a production agency. TDC supported KOJO's client DONE+DUSTED on the Canva World Tour, providing technology solutions to bring ideas to life through high-performance technology.
• National Institute of Dramatic Art (NIDA)coreStrategic or Co-development PartnerTDC and NIDA have a partnership providing specialist consultation and support on video technology (projection, media servers, LED) for teaching and production purposes, as well as technical support for student productions. TDC sponsored the opening of NIDA's Graduate School. The partnership promotes the creative potential of advanced technology in the performance space.
• CarriageworkscoreStrategic or Co-development PartnerCarriageworks is Australia's largest contemporary multi-arts centre. TDC provided video technology for Ryoji Ikeda's immersive installation micro | macro, the Australian premiere exploring the intersection of art and quantum physics.
• Destination NSW / Vivid SydneyflagshipStrategic or Co-development PartnerDestination NSW owns and manages Vivid Sydney, the world's largest festival of light, music and ideas. TDC has been the primary video technology partner for Vivid Sydney for over a decade, providing projection mapping at 10+ iconic Sydney landmarks including the Sydney Opera House, Customs House, and Harbour Bridge.
• Royal Australian Navy (RAN)minorOthersTDC served as video technology supplier for the RAN's 100th Anniversary International Fleet Review Spectacular, the most complex fireworks, projection, lighting and live action show ever seen in Australia, centred on Sydney Harbour and the Sydney Opera House.
• BarcocoreTechnology or IntegrationBarco is a global leader in projection technology. TDC was the first company in the APAC region to take delivery of the Barco UDX-4K32 laser projector and has an ongoing partnership for deployment of Barco projectors (70+ units at major events). TDC provided beta testing and feedback to Barco on early units, contributing to product development.
• ROE Visual / ROE LEDcoreTechnology or IntegrationROE Visual is a leading LED display manufacturer. TDC has invested extensively in ROE LED products including ROE CB5 Mark II, ROE Vanish V8T, ROE Carbon 3, ROE Black Onyx, ROE Black Pearl, ROE Black Quartz, and custom corner LED solutions, deploying them across concert touring, TV productions, and experiential installations.
• disguise (formerly d3)coreTechnology or Integrationdisguise is a leading media server platform for live entertainment. TDC was the first provider in Australia to take delivery of disguise gx 2 media servers and hosts training sessions in partnership with disguise. TDC's inventory includes disguise GX 1, GX 2, GX 2c, GX 3, VX 2, VX 4, rX, 4x4pro, OmniCal, and VFC Cards. disguise's 3D workflow and camera calibration technology are central to TDC's projection mapping operations.
• PanasoniccoreTechnology or IntegrationTDC deploys Panasonic projectors (70 units for BBC Earth Experience Melbourne) and Panasonic broadcast cameras and PTZ systems (Sony HDC-1700, Panasonic UC 4000, PTZ EU 150/160) as part of its camera system solutions.
• NotchcoreTechnology or IntegrationNotch is a real-time visual content creation platform. TDC's disguise media servers include Notch playback licenses (gold support on gx 2, gx 1), and TDC uses Notch for interactive and generative content creation for live events, including real-time effects for the Invictus Games Sydney 2018 closing ceremony performances.
• BlackTrax / Cast GroupcoreTechnology or IntegrationBlackTrax is a real-time tracking system used by TDC for creating live immersive experiences with motion tracking. Integrated with projection technology and gostMESH holographic fabric for interactive architectural installations and live entertainment.
• Brompton TesseracoreTechnology or IntegrationBrompton Tessera processing is used across TDC's ROE LED inventory for ultimate flexibility, colour-processing, colour-correction, signal redundancy, and low-latency scaling.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Solotech: Global audio-visual and entertainment technology integrator with extensive inventory of audio, video, and lighting equipment. Solotech is a channel partner of TDC and directly comparable in serving large-scale concert touring and live events with similar equipment-rental plus project-services model.
• Production Resource Group (PRG): One of the world's largest production services companies for entertainment and events, providing video, lighting, audio, and rigging across concerts, theater, corporate events, and broadcast. PRG is a direct global analog to TDC in equipment rental and project-based technical services at scale.
• NEP Group: Global outsourced production services provider specializing in broadcast and live event video infrastructure, including mobile units, flypacks, and studio solutions. NEP overlaps with TDC's camera systems, portable production units, and broadcast TV event support.
• Encore Event Technologies: Global provider of event technology services including AV, lighting, and staging for corporate meetings, conferences, and hospitality venues. Closely comparable to TDC's corporate events segment with similar direct-rental plus project-services model.

Others

• disguise Technologies: Global leader in media server technology for live events, xR/virtual production, and immersive experiences. TDC is one of disguise's largest APAC partners; disguise is a technology supplier but its services-led competitors (especially for xR workflows) overlap directly with TDC's core offering.

Direct peers

• Electric Canvas: Australian projection mapping and large-format outdoor video company specializing in architectural projection on landmarks and event projections. Direct ANZ-based competitor to TDC's experiential and architectural projection work, including Vivid Sydney-style installations.
• Staging Connections: Australia-based event production and AV services company providing staging, lighting, audio, and visual technology for corporate events, conferences, and gala dinners. Direct ANZ competitor in corporate event technology services.
• Avisen (AVISEN): Australian audiovisual and event production company providing LED screens, projection, lighting, and event technical services across corporate and entertainment segments. Direct ANZ-based competitor in LED rental and event production.
• Avisual Group: Australian provider of audiovisual equipment hire and event production services with focus on conferences, corporate events, and live productions. Comparable in scale and ANZ market position to TDC's corporate events segment.
• Global Illumination Effects: Australian event production and lighting services company supporting festivals, concerts, and corporate events. Comparable to TDC in ANZ live event services with overlap on concert touring and festival support.

Market position

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/technical-direction-company
• Xx.com/TDC__

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 Technical Direction Company