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HP Outlines Plan to Help Broadcast Industry Capitalize on Digital Revolution
Monday April 19, 7:45 am ET
LAS VEGAS--(BUSINESS WIRE)--April 19, 2004--HP (NYSE:HPQ - News; Nasdaq:HPQ - News)
Company combines intellectual property and partnerships to build industry's first Digital Media Platform
HP teams with Warner Bros. and DreamWorks to enhance creation, distribution and consumption of digital content
At the National Association of Broadcasters conference today, HP advanced its digital entertainment strategy with a series of product, partner and customer announcements focused on enabling media and entertainment companies to capitalize on the digital revolution that is transforming their industry.
"The business model that has guided this industry for nearly a century is changing radically," said Carly Fiorina, HP chairman and chief executive officer. "Content is still and will always be king, however thousands of new storytelling experiences, applications and services are just around the corner. There is money to be made just as there is money to be saved -- if this industry embraces the change and the opportunity the digital revolution presents."
At the center of HP's expanding digital entertainment strategy is the introduction of the first integrated, open platform that links all production and post-production technology and processes and strategic partnerships with two entertainment industry leaders -- Warner Bros. Studios and DreamWorks.
HP Digital Media Platform transforms digital entertainment
HP is teaming with the entertainment industry's leading content creators, distributors and technology companies to develop the Digital Media Platform (DMP). A standards-based technology platform, the DMP will simplify and reduce the cost of content production, distribution and consumption in the entertainment industry. As a result, entertainment and broadcast companies can increase their focus on creating new entertainment experiences and revenue models.
The Digital Media Platform will combine software technology developed by HP Labs with expertise gained through HP's work with companies such as DreamWorks, Warner Bros. Studios, Starbucks, Avid and SAVVIS. By linking production and post-production applications, technologies and processes together in a workflow-based system, disparate creative teams will be able to simultaneously share a common set of media assets for production and post-production media applications such as rendering, editing, workflow, archiving and restoration.
As a result, entertainment and broadcast companies will be able to bring all types of digital entertainment -- movies, television programming, music and gaming -- to market more cost-effectively and through new distribution mediums.
HP helps digitize classic Warner Bros. Studios motion pictures and television shows
HP and Warner Bros. Studios announced a broad, strategic partnership to enhance the quality, post-production and distribution of entertainment content (see separate news release issued today, "HP, Warner Bros. Studios to Usher in New Era in Film and Television"). Initially, the companies will focus on two key projects:
-- Digital restoration -- The companies will pool their collective
expertise in image processing to develop and deploy new techniques
that will digitally restore the image quality of many of the
world's treasured and classic motion pictures and television
shows. The new digital restoration effort will combine Warner
Bros. Studios' proprietary software -- successfully used to
restore the classic films "Singin' in the Rain", "Robin Hood" and
"Meet Me in St. Louis" -- with HP's industry-leading image, color
and data management technologies and servers, software and storage
systems. As a result, Warner Bros. Studios will now be able to
increase the number and the quality of films that are restored and
released per year.
-- Digital post-production -- HP and Warner Bros. Studios are teaming
to create a new set of tools and infrastructure to build a
post-production studio of the future. This new system will provide
creative artists with enhanced flexibility and power throughout
the digital post-production process, while preserving the
resolution and image quality that has historically only been
possible with traditional film-based techniques. As part of this
project, HP and Warner Bros. Studios will define and develop tools
to manage and manipulate the hundreds of terabytes of data that
are needed to ensure content quality meets or exceeds the
historical quality of 35mm film.
Warner Bros. Studios' feature film productions and high-definition television shows will be the first wave of digital entertainment content used to test and build the post-production studio of the future.
HP adaptive solutions offer DreamWorks maximum flexibility
HP and DreamWorks announced a significant expansion of their alliance by unveiling two innovative, new technologies that will shape the future of digital filmmaking (see separate news release issued today, "HP and DreamWorks Give Innovation a Starring Role in 'Shrek 2'").
-- Utility Rendering Service (URS) -- Developed by HP in close
collaboration with DreamWorks, URS addresses a very real and
expensive problem in creating digital animation. Based on HP's
Utility Data Center technology, URS provides a simple, flexible
and scalable solution to manage the enormous computational power
required to render high-quality film animation. In the process of
rendering "Shrek 2," URS provided DreamWorks with 50 percent more
capacity from a remote, pooled set of computing resources when it
needed it most, without having to purchase additional computing
resources.
-- Virtual Studio Collaboration (VSC) -- HP also partnered with
DreamWorks to launch the VSC system, which uses movie-making
techniques -- lighting, sound design and visual effects -- to
create a virtual collaboration environment for producers,
directors and animators working in different locations around the
world. Using HP software and DreamWorks' high-resolution imaging
technology, VSC links all creative elements together, enabling
real-time, lifelike communication and the efficient exchange of
storyboarding, content review, editing, creative consulting and
other vital production information.
HP is partnering with DreamWorks to create the next generation of its VSC solution and plans to make it available to other studios and industries. |
