The Farm invest €4 million in facility upgrade

A €4 million expansion programme by Dublin facility The Farm has created Ireland's first all encompassing post-production service.
The ambitious plan was assisted by Fineline Media Finance and follows the merger of The Farm Digital Audio Production and video specialists Blade in April 2002.
The Farm CEO, Bobby O’Reilly, said: “The merger consolidated our position as market leader in the advertising and media production sectors. Our clients can expect a revolutionary approach to the creative process, while benefiting from the efficiencies of both audio and video production within a single facility. In addition, we are now in a position to increase our business activities in the US and throughout Europe.”
He continued: “The Irish Market has traditionally been served by a number of 'boutique' post companies, each serving separate parts of the post process. Now, for the first time, clients can enjoy full service within one structure."
O'Reilly has worked for several years with Fineline, and cited this long and successful relationship as the driving force behind the deal. He also praised Fineline's specialist knowledge and understanding of the particular needs of the industry.
O'Reilly added: “Before Fineline came into the market in Ireland, banks and leasing companies took a less than positive view on new technology and particularly post equipment. We were penalised with heavy supporting deposits and high interest rates. Fineline challenged this position with the introduction to the Irish market of UK lenders that had experience in our sector. They revolutionised the way business was done and a few years on Fineline are brokering relationships with Irish lenders who now offer competitive packages.”
The Farm's upgraded technology base is to be linked by an Avid Unity system with two Terabytes of storage. The central apparatus room will be controlled by a 64 square Digital Matrix and there will be several Avid Media Composers on site, both offline and online, including Avid Symphony and Protools Audio Suites.
The graphics studio will be centred on a Flame v.7.6 (to be upgraded to v.8 later in the year), flanked by Softimage xsi, After Effects and Photoshop Illustrator.
The Farm utilise Quantel's iQ and eQ systems, which compliment each other and are able to perform the high quality editing both in Standard Definition and High Definition. The iQ System can store a full length feature film at HD Resolution, and the eQ is mainly targeted for editing shorter projects. Both systems utilise Quantel’s unique multi-resolution co-existence technology, which allows standard definition formats such as DigiBeta, DVCam, Mini DV and Beta SP to exist simultaneously with HD material. These systems enable the operator to online, grade and title, as well as working on graphics, effects and audio preparation.
To house the new facilities The Farm have acquired their neighbouring buildings at number 26 and 28 Upper Mount Street, Dublin, to provide high quality services in the comfortable environment that three newly renovated Georgian buildings can offer.
(GB)