MTV Networks UK last week broadcast it’s first ever music video received digitally. Unbelievable, by Craig David, was supplied to MTV by Warner Bros TV Promotions department using IMD Fastrax’s broadcast quality digital delivery system. This broadcast means that MTV Networks joins a number of other major broadcasters benefiting from IMD Fastrax’s digital delivery service; these include Emap, Chart Show TV, At It Productions and GMTV.
At MTV UK, IMD Fastrax has installed a dedicated 100MB fibre connection with software and hardware that integrates with MTV’s ingest and Quality Assurance systems. This allows high quality videos files, 50 I Frame MPEG 2, to be delivered quickly and securely. The system notifies the broadcaster when a new music video has arrived and a desktop review version is able to be viewed immediately.
Record companies prefer to send music videos digitally as it means they don’t need to produce numerous expensive Beta tapes and arrange for bikes to deliver them. Television broadcasters choose to receive music videos digitally as it speeds up delivery and they don’t have to return tapes to the record label – all of which takes time and costs money.
Sarah Adams, Director of Promotions at Warner Bros UK explained: “We are always looking at ways of saving time and money and this system with IMD Fastrax helps us to do both. Anything that can speed up the process of getting our videos on air, will receive our support.”
Mardi Caught, VPTalent and Artist Relations, MTV Networks UK & Ireland commented: “This is a great piece of technology and we’re really pleased to have the capability to use it. Traditionally, tape production and delivery has been a time consuming and expensive necessity but having IMD Fastrax in place means that as a broadcaster we can deliver more new music to our viewers than ever before.”
IMD PLC, the parent company of IMD Fastrax, is the UK’s leading digital distributor of broadcast quality video and audio. IMD has digital connections into virtually all UK & Ireland TV broadcasters and is employed by over 25 of the top 30 UK Advertising agencies to digitally deliver commercials.
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About IMD Plc
IMD is an independent company providing a digital delivery service for transmission quality radio and TV commercials, music and music video to broadcasters of every type. With 8 years of digital advertising distribution experience, IMD was the first company to deliver digital, broadcast quality commercials and music video to TV broadcasters in the UK and Eire. IMD is the premier distributor of broadcast quality radio advertising to UK and Ireland with 98% market penetration.
For more information visit www.imdplc.com
