Ha-Mitcham Implements Revolutionary Avid Workflow

Avid has announced that Ha-Mitcham, the Israeli production and post-production facility, has implemented a revolutionary Avid workflow that allows its clients to compete successfully with larger organizations in the production of creative, high-quality content.

With the industry's best, most comprehensive individual tools integrated on the Avid MediaCentral Platform, the workflow – the first of its kind in Israel - incorporates cloud technology to facilitate a cost-effective, collaborative and future-proof creative environment.

Ha-Mitcham, which is Hebrew for 'The Complex', was established by co-founders Yuval Ullman and Hanan Gafter, and opened in November 2016 as the largest independent post-production house formed by editors for editors in Israel, offering state-of-the-art facilities for TV post-production for a wide variety of genres, from reality shows to high-end drama.

Efraim Halevy Sela, CEO, Ha-Mitcham, said: "We wanted to create a unique environment - the perfect 'playground' for content creators to produce great quality television. Our vision was to offer comfortable, creative production and post suites equipped with the best available technology, all under one roof. We wanted to enable people to come in with an idea and leave with a movie or a series to broadcast."

Halevy and his team started looking at solutions from various manufacturers, setting high standards for quality, flexibility, ease of use, long-term value for money and – crucially - the capacity to work remotely via the cloud.

He continued: "We knew various Avid solutions from our past roles, and of course Media Composer is probably the most common edit suite in Israel. At IBC 2016, we saw a demonstration of Interplay | Production with the MediaCentral | UX cloud-based user interface, and thought it was just phenomenal.

"We saw how we could edit a whole sequence online from remote locations, collaborating with different partners. We had looked at a lot of solutions that could do work-arounds or partial jobs, but there was always something missing. With Avid's cloud-based capabilities, the solution is complete from logging and story construction right through to sign-off."

avid.com