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OPINION: New graphics fire power

4K workflow confidence is backed by dedicated onboard graphics memory and high precision compute performance, says Melanie Ball, senior industry executive, media & entertainment, AMD FirePro Professional Graphics

AMD powers technology around us on a daily basis – from the next generation consoles such as Xbox One and PS4, to world recognised Mac Pro and MacBook Pro computers, to the largest digital display in Times Square and to the world’s most energy efficient super computer, AMD technologies take advantage of innovation advances to power more and more customer solutions.

For example, in the broadcast space, our hardware and software partners recognise the forward thinking efforts from AMD supporting open source OpenCL to help generate faster results for applications such as Adobe Premiere, Avid Media Composer, Blackmagic Design DaVinci Resolve, and many others.

In the past, computer processors were the mainstay for application support. With the advent of next generation AMD professional graphics that provide even greater processor support, customers are also taking advantage of the AMD graphics compute power to deliver faster and more efficient results.

At IBC2015, attendees have the opportunity experience production pipelines in 4K accelerated by OpenCL powered by AMD FirePro professional graphics. Customers are integrating more and more 4K in their workflows.

The current generation of AMD professional graphics delivers technology innovation to confidently support 4K workflows backed by dedicated onboard graphics memory, high precision compute performance and certified driver performance when working with leading applications.

Although no one can predict the future of broadcast, AMD has made technology investments in both hardware and software support to facilitate new advances for the marketplace. With onboard graphics memory, the AMD FirePro professional graphics line has the ability to integrate into a variety of broadcast workflow scenarios. AMD’s support for upcoming open source software developments such as OpenCL paves the wave for more software application innovations.

AMD is dedicated to providing the broadcast market with industry leading graphics solutions to power the top hardware and software partners. The ultimate goal is to enable customers with the right tools to accomplish successful workflows for creative results in broadcast and media markets.