London 2012’s Olympic Delivery Authority (ODA) relied on Aframe, the cloud video production platform, for the creation and distribution of promotional videos to accredited broadcasters around the globe. “Since Aframe’s platform is web-based, it doesn’t matter whether the users are in Manchester or Manhattan to be able to successfully access the footage,” said Neil Hatton, managing director of full service post production house, Azimuth. “In addition, Aframe’s interface allowed users to review the clips and only download what they needed.” In early 2012 the ODA retained TV production firm SMS Media in London to produce a package of promotional video clips. SMS Media used Azimuth to produce the content, which featured HD and SD footage of the Olympic Park, including aerials, time-lapse and various interior and exterior GVs. Instead of using time-consuming and costly DVD distribution to circulate ODA’s clips, Azimuth used Aframe’s online service to send ODA’s content to Olympic accredited broadcasters across the globe, including the BBC, ITV, Sky, NBC and CNN. Azimuth also used Aframe to add summary metatags to the footage, so that the broadcasters could quickly find and select specific clips by searching them by name. “By adding metatags to the video, broadcast users could find the exact clips they were looking for using simple keyword searches,” Azimuth Post’s Neil Hatton explained. “This really helps in the process of putting news pieces together.” www.aframe.com
