News
STRATEGY NEWS IN BRIEF
A stellar campaign
In line with its new
engagement strategy,
Sony is launching a new
Following the success of Sony’s IBC this year. “Our EXperience digital TV channel called
EXperience campaign (see below) – campaign taught us that customers b.link, offering targeted
an awareness programme focused want tailored programmes delivered video content to the Sony Specialist Dealers network.
on the EX products that over 5000 to them locally, supported by Sony dealers will have access to information on the
people from across Europe ongoing communications and company’s European strategies and how to position
registered for – Sony has announced support through the year. The Star and sell Sony products and solutions to customers.
a new customer engagement Programme builds on this and
strategy called the Star Programme. delivers a new customer
The programme will feature engagement model,” says David The HVR-Z7E has been
over 250 events tailored to the Bush, director of marketing, Sony awarded the prestigious
customer’s needs. It will be Professional Europe (pictured). red dot product design
managed by a team of training award. The hybrid Z7E is
experts who will run tutorials, the only camera with an
customer-led workshops and larger interchangeable lens offering users a choice between
brand-led interactive showcases for file based or tape based shooting in high or standard
Sony Professional’s customers across definition. The red dot design award, which is awarded
Western and Eastern Europe, yearly by Design Zentrum in Germany, receives over
Africa and the Middle East. 11,000 submissions from all over the world.
With the programme, Sony is
investing in taking its solutions to
the customer rather than the Gearhouse Broadcast
customer coming to them, which is is one of many OB
one reason it is not exhibiting at companies using Sony
kit. It is providing systems
at the ATP World Tour
TRAINING
Masters 1000 tennis, which for the first time will have
Tapeless tuition
all ten tournaments produced in HD. The flyaway
systems include Sony’s HDC-1500, HDC-3300
Super Motion cameras and MVS-8400 vision mixers.
In March Sony ran a week of used the cameras to film in extreme
training sessions at Sony’s offices in conditions such as hurricanes and Sony introduced Vegas
Weybridge to offer advice on getting thunderstorms and how he used the Pro 9 at NAB. Features
the most from cameras in the EX1 to capture Norway’s Northern of the latest version of its
XDCAM EX range. The free Lights (pictured). editing software include
EXperience masterclasses, held by “Everyone knows EX cameras direct browsing and
cameraman Alister Chapman, were produce stunning pictures but many import of XDCAM EX footage, a scalable 4K
incredibly popular, with over 400 of the deeper menu settings are a workflow and new effects and editing tools. Vegas Pro
people attending. mystery to some. With a few tweaks 9 will be shipping this month. Sony’s Vegas Pro
“It was fantastic to see so many you can really make the EX Production Assistant plug-in was also unveiled at the
people across the week. We wanted cameras shine,” says Chapman. show. The tool speeds up the editing process.
to provide useful information on the
EX series for customers thinking of
buying a tapeless camera as well as Avid Media Composer
those who had already purchased 3.5 now offers native
one. Feedback from the event has XDCAM support. The
been nothing but positive,” says latest version of the
Dan Robb, marketing manager, editing software has not
media, Sony UK. only addressed requests from users for native support
Two three-hour sessions were of Sony’s XDCAM format but also delivers a range of
run each day, covering topics such new features such as stereoscopic 3d capabilities
as the EX product line, settings, and more streamlined HD video and audio workflow.
editing, and how Chapman has
Spring 2009 theproducer 5
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