Company News: Page (1) of 1 - 02/14/05 Email this story to a friend. email article Print this page (Article printing at page facebook

U Direct NYC Purchases Media 100 HD System

Completes more work in less time with Media 100's 844/X (February 14, 2005)

Media 100, a unit of Optibase and a leading provider of advanced media systems, announced today that New York City's U Direct Productions is equipping itself to meet the current and future needs of broadcast spot production with the industry's most recent advancement in SD/HD editing Media 100 HD. The Media 100 HD, a 10-bit uncompressed Macintosh-based system that can uniquely mix multiple-resolution SD and/or HD material in the same timeline, will allow U Direct to edit and deliver high-quality broadcast masters for advertising agencies, corporate brands and other clients in 4:3, 16:9 and other desirable formats without going out of house. The move further strengthens the company's one-stop capabilities, which also include real-time editing, effects, compositing and finishing using another Media 100 product, 844/X.

"U Direct specializes in end-to-end production for our agency and corporate accounts we start from the client's script and we produce the project, edit it, sound design it, score it and ship it," stated Daniel Miller, President and Founder, U Direct. "As a small shop, we need to do it all, and the Media 100 844/X system we purchased last year has been helping us increase our productivity and work speeds while doing all of our own editing, effects, color correction and conforming. By adding Media 100 HD, we'll be able to keep even more business in house because we can edit and output from in and among any SD or HD format the customer might want or need."

The Media 100 HD system will be used to support work for such clients as Loews Cineplex Entertainment, where content shot in HD must be projected digitally for in-theater advertisements, played on screens in their lobby, or both. It will also help U Direct generate various project masters whenever a client is shooting and/or delivering using both SD and HD.

For quickly turning around high-profile, multi-layer effects-intensive television spots, U Direct says 844/X is a great fit. One recent assignment a complex spot for Hershey's involving five actors shot against green screen, moving mattes and 26 layers -- was turned around in one day on the system. Other projects, such as the company's ongoing work for airliner JetBlue, require tags, routing information and custom graphics to be constantly changed and updated. These tasks, which used to take two hours in After Effects, can now be done in an eighth of that time on 844/X.

While these new systems provide U Direct with awesome new technology, clients like JetBlue Airways, the Ad Council and simply see the end result - the increased quality, speed and creativity with which U Direct can meet any and all of their demands. "With 844/X, we're able to keep our billables up while increasing our work volume," Miller concluded. "And there's simply no comparable solution out there for the combined SD and HD editing power of Media 100 HD."

U Direct ( occupies a 6,000-square-foot space in the heart of New York's Tribeca production district. The company's impressive client-base includes world-leading advertising agencies and brands such as The Ad Store, DDB Worldwide, DeVito Verdi, Ben Marketing Group, Vogt Goldstien, Channel One News, Covergirl, Credit Suisse, Doritos, Gatorade, Kodak, McDonalds, the U.S. Army, Navy and Marines and many more. U Direct was established in 1992, and has been a Media 100 customer since 1993. In addition to its Media 100 HD and Media 100 844/X systems, U Direct also has four Media 100i offline editing suites.

Media 100 HD is the first cost-effective SD and HD editing system that deals with the reality that editors will need to work in SD and HD and even mix SD and HD content in the same programs over the next few years. It is the only system in its price class that enables mixing SD and HD media in the same timeline; mixing of 4:3 and 16:9 aspect-ratio media in the same timeline; mixing of uncompressed and compressed media in the same timeline; mixing of M-JPEG, DV, Animation, and other QuickTime codecs in the same timeline in real time without lengthy importing or rendering; mixing of analog and digital video in the same timeline; and viewing of SD and HD output simultaneously regardless of source material. The system features Media 100 Version 10 software, Media 100's biggest Mac-based release to date.

844/X offers online editing and effects finishing with real-time, 10-bit uncompressed editing and compositing power. Version 3 features advanced, real-time, high-precision keying, real-time 3D digital video effects, real-time shadow and glow effects, faster long-form/high layer-count editing and XML metadata interchange.

About Optibase
Optibase, Ltd. (NASDAQ: OBAS) provides professional editing, compositing, encoding, decoding, video server upload and streaming solutions for telecom operators, service providers, broadcasters and content creators. The company's platforms enable the creation, broadband streaming and playback of high quality digital video. Optibase's breadth of product offerings are used in applications such as: video over DSL/Fiber networks, post production for the broadcast and cables industries, archiving; high-end surveillance, distance learning; and business television. Headquartered in Israel, Optibase operates through its fully owned subsidiary in Mountain View, California and offices in Massachusetts, Europe, Japan and China. Optibase products are marketed in over 40 countries through a combination of direct sales, independent distributors, system integrators and OEM partners.

For further information, please visit


Page: 1

Related Keywords:U Direct, Media 100 HD, 844/X, Optibase, Media 100, U Direct Productions, editing, effects, compositing, finishing, Daniel Miller, color correction, conforming, QuickTime, keying, 3D digital video effects, XML,


Our Privacy Policy --- @ Copyright, 2015 Digital Media Online, All Rights Reserved