Discovery

ITV Studios Daytime Taps Avid Maestro for HD Workflow (SSN)

The U.K.’s ITV Studios Daytime, which broadcasts more than 1,500 hours of live programming a year, has tapped Avid and its Maestro graphics solutions to enhance its live programming and high-def workflow starting in April. The upgrade is part of a five-year redevelopment of ITV’s main broadcast hub on the Thames, with operations moving to temporary facilities at the Television Centre in West London.

“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,” said Tim Guilder, technology manager for ITV Daytime. “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.”

The ITV’s Daytime Studios upgrade has an “extensive palette” of Avid’s Maestro broadcast graphics tools fully integrated with an existing end-to-end Avid HD workflow via MediaCentral, Avid’s media platform. The combination allows ITV Studios Daytime to create high-quality graphics for its top live entertainment programs, including “Good Morning Britain,” “Lorraine,” “This Morning” and “Loose Women.”

“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,” said Tom Cordiner, SVP of global sales for 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.”