ITV Studios Daytime aims for workflow boost with Avid Maestro graphics | Infrastructure | News | Rapid TV News
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As part of its plans to enhance programming and improve creative storytelling capabilities as well as end-to-end workflows, ITV Studios Daytime has chosen Avid Maestro to be at the heart of its graphics infrastructure.

itvstudios 4Dec2017A key part of the UK’s leading commercial broadcaster, ITV Studios Daytime creates over 1,500 hours of live broadcasts every year. Its main hub on the banks of the River Thames will undergo the largest redevelopment in its history and, for the next five years, core operations will move to temporary facilities at the newly re-opened Television Centre in West London.

Updating ITV’s daytime studios brought an opportunity to revitalise graphics capabilities, and what Avis describes as an ‘extensive palette’ of Maestro broadcast graphics tools is now fully integrated with an existing end-to-end Avid HD workflow driven by MediaCentral. The combination is designed to allow ITV Studios Daytime to create what Avid says are unique, high quality graphics for its most popular live entertainment programmes such as Good Morning Britain, Lorraine, This Morning and Loose Women.

“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,” explained ITV Daytime technology manager Tim Guilder. “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 Avid Maestro graphics solution aims to help broadcasters enliven content, strengthen their brands and stand apart from the competition. Maestro|TD Control is designed to present, manage, and control rich media — including 3D real-time graphics, video clips, augmented reality and live feeds across multiple high-resolution, non-standard studio displays, and in the studio space itself, from a single interface. Maestro|News and Maestro|Designer will integrate into ITV Studios Daytime’s workflow that already includes MediaCentral, Media Composer, Media Composer|NewsCutter Option, AirSpeed and Avid shared storage solutions. Altogether, Avid claims that this new workflow will maximise collaboration, creativity, and efficiency throughout ITV Studios Daytime’s facilities.

“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, senior VP of global sales, Avid. “The ... 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.”