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20/12/2010

Pure Digital 'Bridges To Post Production'

Digital cinematographers can now bridge the gap between shooting and post production, thanks to the launch of a new company, Pure Digital Services, which offers full digital motion picture lab and storage services on a worldwide basis.
Covering key international markets including UK, Los Angeles, South Africa and India, Pure Digital Services aims to facilitate a seamless digital workflow that will ultimately reduce production costs and take the hassle out of file transfers and archiving.
This new company will soon be moving to new facilities in Los Angeles, London and India with other markets to follow notably South Africa and Australia.
The team behind Pure Digital Services are all Post experts and Cinematographers who have honed their skills over many years. As active practitioners they recognised that the advent of digital cameras producing a digital negative and recording to expensive Solid State media has created a gap in the market for a specialist company that could log, copy, transcode, display and output the digital negative and camera data before it is sent to an editor or Post Production.
Heading the new team is Daniel Mulligan, whose knowledge of digital systems and file-based workflows goes back many years.
He explained: "Having spent the last 10 years filming and developing pioneering ways of shooting digitally, I recognised that the time was right to bridge the gap between on set camera teams and the post community.
"The team we have put together are all leaders in their fields in the UK, USA and India and it is my task to communicate our services for these markets," adding that valuable time can be lost having to transcode and re-master rushes after shooting if left to do so afterwards.
"That time should be used to start work immediately in Post on readable file formats, not transcoding. This should be done well before the digital rushes arrive to the chosen Post Facility," he said.
"Data wrangling is now a vital part of the production process and one that is far too important to be left to an inexperienced person because the task is much more complex than simply transferring files. It takes time, effort and skill to correctly copy, log and archive camera output, especially when a shoot may be using a number of different cameras, each with their own features and settings. Getting it wrong is simply not an option, not when the result can be the cost of a whole day's reshoot - or worse."
More information about Pure Digital Services can be obtained from the company's website on: www.puredigitalservices.com
(BMcC)
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