HP Taps DigitalFilm Tree to Demonstrate Business Benefits of Media Workflow Solution

• Press Release
• Source: HP
• On 9:00 pm EDT, Tuesday September 8, 2009

PALO ALTO, Calif.--(BUSINESS WIRE)--HP (NYSE: HPQ - News) today announced DigitalFilm Tree Inc. will conduct real-world commercial tests of an HP solution that can help entertainment business customers increase efficiency, streamline workflows and realize the full value of their digital assets.

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Hollywood-based DigitalFilm Tree handles production and post-production for a variety of films and TV shows, including “Where The Wild Things Are,” “Scrubs,” “Cougar Town” and “NCIS: Los Angeles.”

The company will deploy HP Media Workflow Master to automate key tasks in the post-production workflow, namely content management and archiving. Workflow is the complex process of transforming a customer’s video asset into multiple, repurposed content that is ready for any network, format and user device. The HP workflow engine enables creative teams to work more efficiently as they prepare digital entertainment productions for reuse and distribution into the market.

DigitalFilm Tree’s own rapid growth created an inefficient patchwork of digital media applications that ran on multiple platforms. With no centralized resources and a cumbersome “siloed” structure, production workflow became increasingly costly and time consuming. The company has used HP Media Storage to create a central repository that stores, manages and retrieves large video files in real time. HP Media Workflow Master provides the key workflow management capabilities needed for a more integrated architecture.

“DigitalFilm Tree expects to increase productivity by 20 to 40 percent with the HP solutions,” said Ramy Katrib, chief executive officer, DigitalFilm Tree. “We intend to enhance our flexible, digital architecture to further enable us to reduce operating expenses, work more creatively and, ultimately, serve our customers better.”

A video interview in which Katrib discusses the use of digital media tools is available at HP Videos.

“Digital media is opening up a myriad opportunities for content owners to maximize the value of their assets,” said Mukul Krishna, global director, Frost and Sullivan. “To exploit the opportunities, they need the flexibility that comes with standards-based technologies and IT workflows. HP, with expertise in IT and entertainment, is an attractive partner. Customers can use HP solutions that are proven in IT – and adapted specifically for media companies.”

HP Media Workflow Master

HP Media Workflow Master is a standards-based solution that automates key processes in the digital media workflow. Its modular, service-oriented architecture is designed to accelerate workflow, shorten project cycles and, ultimately, help companies earn revenue from their digital assets sooner.

The solution enables real-time mapping of multiple data structures, which facilitates automated sharing of digital files across creative teams or groups within a company. It also helps creative teams repurpose digital content for different uses such as advertising, video on demand and retailing of downloadable protected content.

HP Media Workflow Master also provides a workflow management layer that schedules, monitors and tracks all operations while they are running. The solution includes tools that securely administer and monitor the systems, services and users.

“DigitalFilm Tree can expect to confidently grow its business with HP Media Workflow Master, knowing it has a cost-effective, scalable framework,” said Lionel Lapras, director, Communications and Media Solutions, HP. “In the entertainment business, the name of the game is speeding the process of monetizing digital assets. That is the bottom line advantage of HP Media Workflow Master.”

HP Media Storage

The HP Media Storage solution, which includes Quantum StorNext software, provides a dramatic improvement over conventional storage systems. Delivering rapid access to large video files, it can support efficient editing, collaboration and workflow for multiple teams that are repurposing content for different markets. It also accelerates workflow by providing a “virtual disk” view across all the different tiers of storage.

More information on HP Media Workflow Master and other digital media solutions is available at http://www.hp.com/solutions/digitalmedia.

About DigitalFilm Tree

DigitalFilm Tree is a cross-functional post, production, creative and consulting company. Since 1998, DigitalFilm Tree has played a definitive role in applying desktop and IT technologies for media and entertainment industry. Clients include television, motion picture, independent and first time filmmakers alike. For more information on Digital Film Tree, see www.digitalfilmtree.com.

About HP

HP, the world’s largest technology company, simplifies the technology experience for consumers and businesses with a portfolio that spans printing, personal computing, software, services and IT infrastructure. More information about HP is available at http://www.hp.com/.

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This news release contains forward-looking statements that involve risks, uncertainties and assumptions. If such risks or uncertainties materialize or such assumptions prove incorrect, the results of HP and its consolidated subsidiaries could differ materially from those expressed or implied by such forward-looking statements and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements, including but not limited to statements of the plans, strategies and objectives of management for future operations; any statements concerning expected development, performance or market share relating to products and services; any statements regarding anticipated operational and financial results; any statements of expectation or belief; and any statements of assumptions underlying any of the foregoing. Risks, uncertainties and assumptions include macroeconomic and geopolitical trends and events; the execution and performance of contracts by HP and its customers, suppliers and partners; the achievement of expected operational and financial results; and other risks that are described in HP’s Quarterly Report on Form 10-Q for the fiscal quarter ended July 31, 2009 and HP’s other filings with the Securities and Exchange Commission, including but not limited to HP’s Annual Report on Form 10-K for the fiscal year ended October 31, 2008. HP assumes no obligation and does not intend to update these forward-looking statements.

© 2009 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

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