IBC 2017

IBC 2017: Sony to help media companies build brands and audiences

Sony will return to IBC 2017 enhancing its ‘Beyond Definition’ vision, with drive and determination to become a long term strategic partner for its customers. The products, services and solutions, which will be on show at stand 13.A10, are all designed to help media companies to better compete in today’s ambitious landscape.

“Our theme of ‘Beyond Definition’ continues to perfectly express our commitment to delivering solutions that help customers make their visions a reality,” said Richard Scott, head of media solutions, Sony Professional Solutions Europe. “At this year’s IBC we’ll be showcasing a range of solutions that transform the media supply chain. Much more than pure technology, I see our role as supporting customers to help them build their brands and audiences. This comes to life in three ways; empowering amazing stories, enabling advanced cloud native media operations and delivering dynamic business models.”

Across the media landscape, from news gathering through to sports production and high end cinematography, the industry is looking to find new ways to engage audiences with content that has more detail, more colour and more contrast, said Sony.

Sony will also be showcasing how it has helping customers drive efficiencies and increase flexibility by switching to advanced cloud native media operations. Sony is doing this in two major ways, by supporting customers to manage the migration from SDI/hardware based infrastructure to an IP world, and by building applications and production platforms that reside completely in the cloud. The award-winning Media Backbone Hive cloud-based production system will be one of the solutions on display. The flexible, scalable production platform streamlines media operations, so content can easily be delivered in multiple formats across multiple platforms. XDCAM Air, a cloud-based workflow service that provides a flexible bridge between field-based camcorders and your studio infrastructure, will also be an area of focus.

Sony has responded to feedback from customers to help them move from capex to opex business models, offering greater flexibility and agility. At IBC 2017 Sony will be speaking to its customers about how many of its services and solutions can be delivered through a pay as you go model and sharing details of those it is now working with in this way.

“Over the past couple of years Sony has been on a journey to become a company that not only delivers products, but also services and solutions,” continued Scott. “With customers like Dutch regional broadcaster RTV Oost using Media Backbone Hive to move to an ‘online first’ news operation, and BBC Studioworks selecting Sony to deliver 4K over IP in its Television Centre studios in London, we’re realising that transformation. We’re excited to use IBC as an opportunity to show customers what this change means for them.”

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