Press Release: September 08, 2009

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

PALO ALTO, Calif., Sept. 8,2009

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HP today announcedDigitalFilm Tree Inc. will conduct real-world commercial tests ofan HP solution that can help entertainment business customersincrease efficiency, streamline workflows and realize the fullvalue of their digital assets.

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

The company will deploy HPMedia Workflow Master to automate key tasks in the post-productionworkflow, namely content management and archiving. Workflow is thecomplex process of transforming a customer’s video asset intomultiple, repurposed content that is ready for any network, formatand user device. The HP workflow engine enables creative teams towork more efficiently as they prepare digital entertainmentproductions for reuse and distribution into the market.

DigitalFilm Tree’s ownrapid growth created an inefficient patchwork of digital mediaapplications that ran on multiple platforms. With no centralizedresources and a cumbersome “siloed” structure, production workflowbecame increasingly costly and time consuming. The company has usedHP Media Storage to create a central repository that stores,manages and retrieves large video files in real time. HP MediaWorkflow Master provides the key workflow management capabilitiesneeded for a more integrated architecture.

“DigitalFilm Tree expectsto increase productivity by 20 to 40 percent with the HPsolutions,” said Ramy Katrib, chief executive officer, DigitalFilmTree. “We intend to enhance our flexible, digital architecture tofurther enable us to reduce operating expenses, work morecreatively and, ultimately, serve our customers better.”

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

“Digital media is openingup a myriad opportunities for content owners to maximize the valueof their assets,” said Mukul Krishna, global director, Frost andSullivan. “To exploit the opportunities, they need the flexibilitythat 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 adaptedspecifically for media companies.”

HP Media WorkflowMaster

HP Media Workflow Master isa standards-based solution that automates key processes in thedigital media workflow. Its modular, service-oriented architectureis designed to accelerate workflow, shorten project cycles and,ultimately, help companies earn revenue from their digital assetssooner.

The solution enablesreal-time mapping of multiple data structures, which facilitatesautomated sharing of digital files across creative teams or groupswithin a company. It also helps creative teams repurpose digitalcontent for different uses such as advertising, video on demand andretailing of downloadable protected content.

HP Media Workflow Masteralso provides a workflow management layer that schedules, monitorsand tracks all operations while they are running. The solutionincludes tools that securely administer and monitor the systems,services and users.

“DigitalFilm Tree canexpect to confidently grow its business with HP Media WorkflowMaster, knowing it has a cost-effective, scalable framework,” saidLionel Lapras, director, Communications and Media Solutions, HP.“In the entertainment business, the name of the game is speedingthe process of monetizing digital assets. That is the bottom lineadvantage of HP Media Workflow Master.”

HP MediaStorage

The HP Media Storagesolution, which includes Quantum StorNext software, provides adramatic improvement over conventional storage systems. Deliveringrapid access to large video files, it can support efficientediting, collaboration and workflow for multiple teams that arerepurposing content for different markets. It also acceleratesworkflow by providing a “virtual disk” view across all thedifferent tiers of storage.

More information on HPMedia Workflow Master and other digital media solutions isavailable at

About DigitalFilmTree

DigitalFilm Tree is across-functional post, production, creative and consulting company.Since 1998, DigitalFilm Tree has played a definitive role inapplying desktop and IT technologies for media and entertainmentindustry. Clients include television, motion picture, independentand first time filmmakers alike. For more information on DigitalFilm Tree, see


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