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Microsoft takes aim at professional broadcasting
Seattle, Apr 07: Microsoft said yesterday it is working to make its digital video and audio format a standard for professional broadcasters, one of the software giant`s latest efforts to tap into markets beyond the personal computer.
Seattle, Apr 07: Microsoft said yesterday it is working to make its digital video and audio format a standard for professional broadcasters, one of the software giant's latest efforts to tap into markets beyond the personal computer.
Microsoft is unveiling partnerships with Avid Technology Inc., the Associated Press and other video production-related companies this week at the National Association of Broadcasters (NAB) convention in Las Vegas, Nevada, to promote its Windows Media 9 Series video and audio format, the world's largest software maker said.
Microsoft, which already dominates the slowing PC market with its Windows operating system, has been trying to jump-start growth by extending its digital media technology into the demanding market for professional broadcasting. As video producers move away from using video machines and tapes to edit, store and broadcast images, they are increasingly relying on computers to make searching, editing, playback and storage easier and more efficient.
Michael Aldridge, lead product manager at Microsoft digital media division, said Microsoft is aiming to prove at the NAB conference that its software can be used for professional applications and dispel the view that digital media is for low-quality video applications. "When we first came to the professional space at NAB, people really saw digital media technology as a more fringe-type of technology," Aldridge said, but the company was now getting "increased interest from household names."
Microsoft said Avid, a maker of video production systems, would adopt its latest digital media format to export video in a high-definition format. Redmond, Washington-based Microsoft, which competes directly with RealNetworks Inc. in the digital media arena, said that the increased use of Windows media 9 Series among broadcasters was a "huge validation" of its technology.
Microsoft said earlier this week that Landmark Theaters Inc. would deploy a digital movie projection system in 53 movie theatres nationwide that use Microsoft's Windows Media 9 Series digital media system.
Bureau Report
Microsoft, which already dominates the slowing PC market with its Windows operating system, has been trying to jump-start growth by extending its digital media technology into the demanding market for professional broadcasting. As video producers move away from using video machines and tapes to edit, store and broadcast images, they are increasingly relying on computers to make searching, editing, playback and storage easier and more efficient.
Michael Aldridge, lead product manager at Microsoft digital media division, said Microsoft is aiming to prove at the NAB conference that its software can be used for professional applications and dispel the view that digital media is for low-quality video applications. "When we first came to the professional space at NAB, people really saw digital media technology as a more fringe-type of technology," Aldridge said, but the company was now getting "increased interest from household names."
Microsoft said Avid, a maker of video production systems, would adopt its latest digital media format to export video in a high-definition format. Redmond, Washington-based Microsoft, which competes directly with RealNetworks Inc. in the digital media arena, said that the increased use of Windows media 9 Series among broadcasters was a "huge validation" of its technology.
Microsoft said earlier this week that Landmark Theaters Inc. would deploy a digital movie projection system in 53 movie theatres nationwide that use Microsoft's Windows Media 9 Series digital media system.
Bureau Report