News Production & Post

AP selects AmberFin iCR platform

27 April 2012
AP selects AmberFin iCR platform

The Associated Press has purchased AmberFin iCR HD standards converter systems as part of its global transition to HD operation with file-based workflows. In parallel, AmberFin’s UK channel partner, ATG Broadcast, has completed the construction of a new HD master control room at AP’s international hub of global video operations in London. AmberFin’s iCR systems are being deployed in this facility as well as in the USA, and will assist the development of the news agency’s HD file-based workflow. AP selected AmberFin as a technology supplier after evaluation of appropriate vendors, stating that for HD frame rate conversion and down converting from HD to SD AmberFin iCR offers an efficient solution. Alongside HD conversion, AmberFin iCR will play an important role in what AP calls the ‘normalisation’ of content that it receives. As one of the world’s leading international news agencies, AP receives news content from a broad range of sources ranging from video captured by a smartphone on the streets of Cairo to a broadcast quality file sent directly by its broadcast partners. iCR helps AP to ensure that all media files delivered across the AP network are fit for purpose for broadcasters to place within their editing and transmission workflows. “We were attracted to AmberFin because of the quality of their file-based HD conversion and also by the company’s heritage in terms of its patent portfolio,” said AP Director of Global Video Technology, David Hoad. “Since that initial decision, we’ve found that AmberFin’s technical team is really good at resolving issues. They are incredibly responsive to our needs.”


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