Register now for our FREE webinar series, Streaming Media East Connect in June! Industry Announcements

View Press Releases Add Your Press Release provides this section as a service to its readers and customers.

Press releases are subject to approval by the editorial staff of and may be edited or altered for length and clarity, or to remove unsubstantiated and unverifiable claims.

All content presented within the press release section is that of the submitter. does not necessarily endorse such content and bears no responsibility or liability for its accuracy.

AmberFin and ATG Broadcast Supply HD Standards Converters to Associated Press in its Journey Towards File-based Workflows

AP selects AmberFin iCR HD conversion and content normalization platform as it ramps up high definition broadcast services

Basingstoke, UK(26 Apr 2012)

AmberFin, a leading developer of file-based media ingest, transcoding and unified quality control solutions for content owners, broadcasters, sports organizations and post-production houses, and its UK channel partner, ATG Broadcast have announced the sale of AmberFin iCR  high definition (HD) standards converter systems to the Associated Press (AP). The project is part of AP’s global transition to high definition (HD) operation with file-based workflows.

In parallel, ATG Broadcast has completed the construction of a new HD master control room (MCR) at AP’s international hub of global video operations in London. AmberFin’s iCR systems are being deployed in this facility as well as in the USA, and will assist the development of the news agency’s HD file-based workflow. AP selected AmberFin as a technology supplier after evaluation of appropriate vendors, stating that for HD frame rate conversion and down-converting from HD to SD AmberFin iCR offers an efficient solution.

Alongside HD conversion, AmberFin iCR will play an important role in what AP calls the ‘normalization’ of content that it receives. As one of the world’s leading international news agencies, AP receives news content from a broad range of sources ranging from video captured by a smartphone on the streets of Cairo to a broadcast quality file sent directly by its broadcast partners. iCR  helps AP to ensure that all media files delivered across the AP network are fit for purpose for broadcasters to place within their editing and transmission workflows.

“We were attracted to AmberFin because of the quality of their file-based HD conversion and also by the company’s heritage in terms of its patent portfolio,” said David Hoad, AP Director of Global Video Technology. “Since that initial decision, we’ve found that AmberFin’s technical team is really good at resolving issues. They are incredibly responsive to our needs.”

Hoad reports that AP is more than half-way through its migration to file-based workflows. “We are pleased with AmberFin and look forward to continuing to enjoy our relationship in the future,” he said.

About Associated Press

The Associated Press is the essential global news network, delivering fast, unbiased news from every corner of the world to all media platforms and formats. Founded in 1846, the AP today is the largest and most trusted source of independent news and information. On any given day, more than half the world's population sees news from the AP.

About AmberFin

AmberFin is a company at the heart of solving file-based workflow problems for content owners, broadcasters, sports organizations and post-production houses. The AmberFin Media Factory, based on the iCR family of modular software products, digitizes and transforms new and archived content, combining a service oriented design philosophy with intelligent use of cost-effective generic IT. This enables customers to save time, increase revenues and grow in-line with business demands.

Unique to the Media Factory system, AmberFin’s industry first approach to Quality Control, known as Unified Quality Control (UQC), introduces a QC mark that brings a new level of trust to media assets. UQC uniquely combines an automated process with a human touch, enabling more efficient and effective decision-making and new levels of confidence in the file creation and transformation processes.

AmberFin has experienced growth of 65% in the last year thanks to hundreds of iCR systems being deployed worldwide. Systems that are trusted where quality matters by some of the world’s leading media organizations including HBO, AP, Reuters, WWE, ITV, Sony Pictures, NBA, Turner Broadcasting, ZDF, NRK, National Geographic, BT, Discovery and Warner Brothers.

About ATG Broadcast 

ATG Broadcast ( is one of the world's most successful providers of high–end reliable and easy-to-operate integrated systems for broadcasters and programme makers alike. 

ATG Broadcast's engineering skills extend from front-end studio systems to transmission-based systems for multiple deployment platforms. ATG Broadcast offers a comprehensive portfolio of services including workflow design, project planning, equipment installation, software configuration, commissioning, documentation and on-site training. 

ATG Broadcast is part of Dan Technologies' Systems Integration Division, one of Europe's leading suppliers of audio, video, transmission products and digital media solutions. 

The Dan Technologies Systems Integration Division covers a wide spectrum of operations ranging from designing, installing and commissioning studios, playout centres, news-rooms and satellite systems to providing the complete infrastructure of television and radio stations for major broadcasters and service providers worldwide. 

The Dan Technologies Group operates from offices in the United Kingdom, Germany, Denmark, Norway, Sweden, Vietnam and Dubai.