In its heyday under Taylor, Quantel was ranked in the top four broadcast vendors and had one of the strongest brand names. Finally after almost 10 years of Cross downsizing Quantel and after apparently several failed attempts to sell the business, Cross himself was forcibly removed, allegedly partly following senior staff complaints about Cross to backers LDC Lloyds Development Capital in March 2015, replaced by former Grass Valley CEO Tim Thorsteinson, chosen on a "proven track record of value creation". Thorsteinson subsequently sacked the entire Quantel board of directors. Finally in September 2015, the Quantel name was dropped and the residual business placed inside the Snell operation, branded as Snell Advanced Media (SAM). Thorsteinson has previously been involved in downsizing and restructuring other Broadcast companies, such as Grass Valley and Harris, in order to prepare them for sale, which was the role LDC had originally brought Cross in to Quantel to achieve.