HP helps broadcasters capitalise on digital revolution

At the National Association of Broadcasters conference last week, 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 centre 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 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.