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ITV Daytime Deploys Avid Workflow

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ITV Daytime, part of broadcast ITV, has invested further in an end-to-end HD workflow from Avid.

Due to the increased quantities of content associated with delivering fast turnaround live television, ITV Daytime needed an open platform for efficient media production and delivery. By utilising tools from the Avid Artist, Media and Storage suites, the broadcaster's delivery of live entertainment programs from its studios and in the field is streamlined and accelerated.

For more than a decade, Avid's workflows have enabled ITV to deliver large amounts of high-quality, engaging, and immersive content for distribution across a variety of outlets and devices. Avid's tools and solutions accelerate production and enhance collaboration throughout the creative process, including media management, remote production and playout, to sound design and mixing, and color correction and finishing.

ITV worked with Avid to design a flexible deployment model that worked with their existing commercial structure and licensing options. ITV Daytime's investment in the workflow solutions to create, distribute and optimize media combines Avid shared storage solutions with software upgrades for Avid Interplay Production, Avid AirSpeed, Avid iNEWS and Avid Media Composer | NewsCutter Option. ITV also extended their support contract with Avid Global Services.

Tim Guilder, Technology Manager at ITV Daytime, said: "Our end-to-end system is in use 24 hours a day, 7 days a week. The critical point is that the storage and network design never slows us down and is robust and reliable, even though we're now handling the higher bandwidth demands of HD programming. Overall, thanks to the flexible pricing and deployment options, Avid was the absolute right choice for us to help meet our needs now and in the future."

Jeff Rosica, president, Avid, added: "The world's biggest broadcasters are placing more and more reliance on Avid solutions and the MediaCentral Platform to solve their most pressing technical, operational, and business challenges. With further investments in Avid, ITV continues to be a key cloud-enabled enterprise player within the industry's most preeminent client and user community that continues to shape our collective future."

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