Avid Solution Chosen By ITV Studios Daytime

ITV Studios has selected Avid Maestro graphics toolset to help improve its storytelling and workflow efficiencies. The solution will enhance the broadcasters' flagship live programming from April 2018.

Part of ITV, ITV Studios Daytime creates more than 1,500 hours of award-winning live broadcasts every year. The broadcaster's main hub on the Thames is set to undergo the largest redevelopment in its history and, for the next five years, core operations will move to temporary facilities at the newly re-opened Television Centre in West London.

Updating ITV's daytime studios provided an opportunity to revitalise the broadcaster's graphics capabilities. An extensive palette of Avid's Maestro broadcast graphics tools is now integrated with an existing end-to-end Avid HD workflow driven by MediaCentral. This combination enables ITV Studios Daytime to create high-quality graphics for its live entertainment programmes including Good Morning Britain, Loose Women, Lorraine, and This Morning.

The Avid Maestro solution is a flexible toolset that helps broadcasters enliven content with graphics. Maestro™ | TD Control™ makes it easy to present, manage, and control media (including 3D real-time graphics, video clips, augmented reality, and live feeds) across multiple high-resolution and non-standard studio displays, as well as in the studio space itself, from a single interface. Maestro™ | News and Maestro™ | Designer will integrate into ITV Studios Daytime's workflow that already includes MediaCentral, Media Composer, Media Composer | NewsCutter Option, AirSpeed, and Avid shared storage solutions.

Tim Guilder, Technology Manager at ITV Daytime, said: "For daytime broadcasting, graphics add a critical layer to the narrative of topical content, especially when we're producing a wide variety of magazine-style stories. As we move to our temporary home at Television Centre, incorporating an extensive toolkit of new Avid Maestro graphics solutions into our existing Avid infrastructure gives our graphics teams more creative freedom and the ability to integrate graphics directly into our live studio productions faster and more efficiently."

"We've been collaborating with ITV Studios Daytime for over a decade on the technical solutions behind the creation of high-quality, engaging content that entertains millions of viewers," added Tom Cordiner, Senior VP of Global Sales, Avid. "The seamless integration of Avid's Maestro graphics solutions with MediaCentral enables ITV Studios Daytime to create powerful graphics and generate engaging content across all of its productions to drive greater efficiency and easier collaboration."

www.avid.com

(JP)