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Sony, Avid and Mesoft to Offer Joint Demo of Workflow Technologies

?Midsummer Night s Digital Dream ? Event Hosted by LA Digital Post will Feature a Complete Digital Media Workflow (July 15, 2008)

DMN Newswire--2008-7-15--On July 24th, Sony, Avid and Mesoft will offer television professionals an up close view of todays best practices in digital media production as they conduct a joint demonstration of the latest innovations in workflow technologies for television and film both in the field and in post production.

The demonstration, hosted by LA Digital Post, will feature a complete workflow covering every phase of digital productioncapture, ingest, logging, editing and deliveryand result in an actual broadcast-ready HD productioncreated on the spot, with attendees of the event cast as the stars. It is an unprecedented opportunity to see the industrys newest technologies in action and to discover how they can be used in concert to support an entirely tapeless mode of production.


The demonstration will feature the latest additions to Sonys expanding family of XDCAM® and XDCAM HD?˘ camcorders and decks, including its PDW-HD1500 XDCAM 422 recorder. Avid will showcase the newest versions of its Avid Media Composer® Nitris® DX and Avid Symphony?˘ Nitris DX systems. Mesoft will demonstrate its Media Logger?˘ and Story Editor?˘ workflow solutions, which now include native support for Sony XDCAM, Avid MXF and Avid DNxHD® file formats.


In the demonstration, live video will be captured as HD data using Sony XDCAM camcorders and decks. Mesoft software will then be used to ingest the XDCAM proxies at faster-than-realtime speed (and with full fidelity audio) for logging and storyboarding. Logged media, along with ALE data, will be exported (without re-digitizing) to the Avid systems using the Avid DNxHD codec for compositing and editing. The finished HD production will be viewed throughout the evening starring LA Digital Posts invited guests.


Sonys XDCAM optical workflow is now widely accepted for TV production, especially for reality programming, said Kaori Uno, XDCAM applications manager for Sony Electronics. Using these innovative technologies from Avid and Mesoft should enable editors and producers to take advantage of the XDCAM systems proxy video with high-resolution audio, to browse content freely and do offline, frame-accurate editing without worrying about bandwidth. Its an ideal solution for streamlined, long-form production.


Jeff Krueger, Director of Western Sales Operations for Avid said, Our customers are always looking to improve workflows and create cost-effective ways to efficiently move HD media through the pipeline. We believe in integrated media solutions and are excited to show how seamlessly Avids editing products fit into a workflow with other leading industry solutions like Mesoft and Sony XDCAM - and how this openness will help our customers to continue to create high quality deliverables.


This demonstration will clearly show that ?tapeless production is no longer something to look forward to in the future, it can be implemented today, said Mesoft CTO Freddy Goeske. The technology is proven and the benefits in terms of flexibility and efficiency are immense. People are going to be very impressed.


Sony, Avid and Mesoft have generated intense interest in their new products, and so it is very exciting to have them come together for a practical demonstration showing how this technology can form the backbone of a complete digital media workflow, said LA Digital Post President Gary Migdal.




What: A Midsummer Nights Digital Dream: Innovations in Workflow


      A Digital Media Workflow Demonstration with Sony, Avid and Mesoft

      Demos, cocktails and hors doeuvres

Where:      LA Digital Post

      2260 S. Centinela Ave.

      Los Angeles, CA 90064

When: Thursday, July 24th 2008

      6:00 p.m. to 10 p.m.

RSVP: Click here to register

      Kindly RSVP by July 18th



About LA Digital Post

Founded in 1995, LA DIGITAL POST, INC. is an exclusive Post Production Editorial Solutions Provider with two locations in Los Angeles and one in New York City. Supported by a staff of highly trained technical consultants, whom are Avid Certified Service Representatives, Apple Certified Service Representatives, and whom have a comprehensive understanding of film, video, audio, graphics, effects, and their integration into the digital realm. Our technical support is available 24 hours per day, every day of the year, and is staffed by some of the most experienced technicians in the non-linear world.


About Sony Electronics

Sony Electronics develops and manufactures high definition products in several technology areas including ENG/EFP, content creation, display and projection, optical and network systems, and professional audio and video. Sony BPSD technologies are used in the digital production of documentaries, episodic television programming, and theatrical releases, as well as by broadcast news organizations, rental houses and event videographers. These technologies are also used by professionals in such market segments as house of worship, live event production, government, healthcare and education.


About Avid Technology, Inc.

Avid is a worldwide leader in tools for film, video, audio, 3D animation, gaming and broadcast professionals ? as well as for home audio and video enthusiasts. Avid professional and consumer brands include Avid, Digidesign®, M-Audio®, Pinnacle Systems®, Sibelius®, Softimage® and Sundance Digital®. The vast majority of primetime television shows, feature films, commercials and chart-topping music hits are made using one or more Avid products. Whether used by seasoned professionals or beginning students, Avids products and services enable customers to work more efficiently, productively and creatively. For more information about the companys award-winning products and services, visit


About Mesoft

Mesoft is a leading developer of innovative digital workflow solutions that facilitate collaboration, production, review and approval and the secure management and distribution of digital media content. Mesoft solutions are available directly and through channel partners in the media industry. For more information, contact a Mesoft company representative at (323) 882-6658 or through the companys web site at



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Related Keywords:sony, avid, mesoft, la digital post, la digital, workflow, demonstration


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