AmberFin extends ATG relationship to Middle East
AmberFin and ATG Broadcast have expanded their UK channel partnership agreement to encompass the Middle East region, partly as the result of ATG opening a new sales and support office in Dubai Media City.
ATG Middle East will promote and support AmberFin’s iCR broadcast content ingest and file transcoding system including the recently introduced Unified Quality Control (UQC) module. UQC combines multiple tools for baseband checks during tape ingest, file-based post-ingest QC and overall operator-controlled QC including annotation and mark-up.
“The Middle East market is one we understand well and which we are now able to support directly through our recently-opened regional office in Dubai Media City,” comments ATG Broadcast Managing Director Graham Day. “Broadcasters worldwide today recognise the huge gains in efficiency, flexibility and operational security they can achieve by switching from discrete cine film and video tape to file-base operation. We have first-hand experience of integrating AmberFin’s iCR products into our own system designs. They are ideal for television networks and playout service-providers seeking a solution to the tasks of format manipulation and automated quality control in modern file-based workflows.”
“The extended channel partnership agreement will help AmberFin build a higher profile with potential customers in an important regional market. “The Middle East is a focus in our market development initiative and we recognise the need for a local presence,” commented Jeremy Deaner, Chief Executive Officer at AmberFin. “We have developed a close working relationship with ATG Broadcast in the UK and the decision to extend our relationship into the Middle East region makes sense on many different levels.
AmberFin’s decision to strengthen its presence in the Middle East comes at a time when many regional broadcasters are investigating their quality control resources. ATG Broadcast’s Graham Day sees significant potential for establishing iCR in this market, especially with its recently introduced Unified Quality Control (UQC) capabilities.
“AmberFin’s iCR solution is unique in the market, given its ability to create a high quality file-based HD/SD master, provide unique file conversion to multiple formats and implement appropriate levels of automated and manual quality control, all within a single unified software environment,” explained Day. “Now is the right time to promote this smart technology to Middle East broadcasters, plus we know the working relationship works well from our experiences in the UK.”