14 TVBEurope
www.tvbeurope.com June 2014 in association with
and having to log them before the editor came in at half past nine to view them with the director. The workfl ow was me. Things have obviously moved on a great deal.”
Stevens asked the panel what key challenges they faced today with regard to optimising the media that they already had, directing the question fi rst to ITV’s Paul Stevenson, a member
of Avid’s ACA. Stevenson fi rst reiterated Avid’s level of commitment and remarked how well organised the pre-NAB Avid Customer Association event was, with a massive
industry presence. The problem facing them, he said, was not how small the industry was, but how many players and standards there were within it.
“And that’s the prize for Avid, to harmonise that...But it’s also a huge challenge, because we all know how broadcasters like to do things their own way. We talk about standardisation, but sometimes we don’t really mean it.”
He thought it was interesting how Avid had delineated the breaking up and reconfi guration of the value chain from its pre- digital linear roots. “That old linear chain is quite familiar to all of us. How we now publish material is much more in the hands of producers than it used to be, and the technology needs to match that.”
Steve Bennedik of Sky News thought Avid’s vision was pertinent to the needs of news organisations, which were becoming increasingly multiplatform. His main question for all-encompassing propositions like those presented by Avid was how willing were companies to put all their eggs in one basket: “It’s like going to the High Street to buy your clothes. Do you go to a trusted, reliable source to get your suit? Or do you go somewhere and mix- and-match, which could be a bit more daring, and you might end up with something a bit more colourful and modern? And the other thing in that scenario, is Avid going to be able to cope with change on an ongoing basis?”
Discovery’s Ian Draysey: “For us, as we expand globally, it’s being able to share content around regional offi ces and trying to move away from shifting heavy assets about. We want to work with third-parties and external vendors and give them access to work on our content with us and collaborate internally and externally.” Steve Fish at Turner
Broadcasting Europe said that his company favoured the ‘mix-and-match’ approach. “We haven’t bought one suit from one place. And we’re driven to that because of the diverse nature of the business. We end up having to place disparate systems in different places to align with the creative need. But the challenge then is to integrate them. That’s the most crucial part.”
“Systems going forward have to become much more fl exible and much more dynamic,” Fish continued, “We can no longer build a system with a fi ve year life cycle. There is no way you can now build a system that takes you more than six to ten months, because by the time you’re at the end of ten months,
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