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KINETIC
KINETIC post outputs HD promo from Avid DS|HD in Windows Media 9 Series
KINETIC post created Compuware promo for marketing specialist Dawber+Company using Windows Media 9 Series.
When US software services company Compuware moved into new 15-storey headquarters in downtown Detroit, it wanted to create an impressive display in its lobby area.
Compuware commissioned Michigan-based marketing specialist Dawber+Company to provide the integrated creative and technology solution. The result is a giant array of plasma screens and LCD panels running high definition footage.
 The HD content has been created by top Michigan post house, KINETIC post  , working with its latest version of the Avid DS|HD high end editing system, outputting in Windows Media® 9 Series. Tom Phillips, senior editor and director of technology at KINETIC post, says the Avid DS|HD is able to encode at any bit rate in Windows Media 9 Series, making it easy and efficient to use.
"Windows Media 9 Series gives us high definition resolution at 720p from our Avid DS|HD," Phillips says. "Because it encodes so efficiently, we could output a 50Mb file for Compuware, rather than a 4 or 5Gb file which would have been created otherwise. This means you don't need a huge array of disks to play the video back—you're able to play back from a small computer. Also, when we need to make changes, we can drop these on to a FTP site and they can be downloaded easily. It is this ease of use of Windows Media 9 Series that is one of the big factors in its favour."
Avid DS|HD offers export support of Windows Media Video 9 Series high definition video, allowing customers to publish content to hundreds of millions of Windows Media Players in use worldwide, as well as opening endless other distribution opportunities for media streaming, including home theatre-quality entertainment and corporate communications.
"Our customers invest their time, money and creative energy to deliver compelling content, and they expect maximum return from that investment," said Mike Rockwell, chief technology officer for Avid Technology. "By supporting Windows Media 9 Series in Avid DS|HD, we are opening up entirely new avenues for our customers, giving them an easy way to tap larger and larger audiences that are hungry for the highest quality content at the lowest data rates."
KINETIC post has completed another job in Windows Media 9 Series: interactive videos for General Motors.
The car manufacturer has installed a series of kiosks in its dealerships, where customers can look up different features of the cars they are interested in buying. These videos, created by Milwaukee-based marketing agency, DCI Marketing, were edited in Avid DS|HD and delivered on Windows Media 9 Series.
"Because of the AVI reference file that we can export from the DS, it is very easy to do a revision, encode with Windows Media 9 encoder and drop them on the FTP for final delivery. Delivery on it is incredibly easy," Phillips says. Another use of the Windows Media 9 Series output from Avid DS|HD is that preview material could be sent to the clients for approval on their own office PCs.
"The quality is so good even at low bit rates, you can send them the material and they can see what the final video will look like," Phillips adds. "Best of all, the clients love it."
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