Associated Press Moves to HD with Amberfin iCR Standards Converter System

AmberFin, a developer of file-based media ingest, transcoding, and unified quality control solutions, and its UK channel partner, ATG Broadcast, have announced the sale of AmberFin iCR HD standards converter systems to the Associated Press (AP). The project is part of AP’s global transition to HD operation with file-based workflows.

AP staff members are seen operating the newly built High Definition Master Control Room in the Londonbureau Tuesday, Oct. 18, 2011. This is a newly built Master Control Room designed for High Definition video. (AP/ Elizabeth Dalziel)

In parallel, ATG Broadcast has completed the construction of a new HD master control room (MCR) 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 SDAmberFin iCR offers an efficient solution.

Alongside HD conversion, AmberFin iCR will play an important role in what AP calls the ‘normalization’ of content that it receives. 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.

David Hoad, AP Director of Global Video Technology, reports that AP is more than half-way through its migration to file-based workflows.

MCR Supervisor Olga Palamartschuk-Rodden operates the intercom system at the HD MCR in London Tuesday, Oct. 18, 2011. A newly built Master Control Room forHigh Definition video. (AP/ Elizabeth Dalziel)

“We were attracted to AmberFin because of the quality of theirfile-based HD conversion and also by the company’s heritage in terms of its patent portfolio,” says 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. We are pleased with AmberFin and look forward to continuing to enjoy our relationship in the future.”