In Broadcast - April 2013 - 32


I N T E R N A T I O N A L

WWW.INBROADCAST.COM | ISSUE 18 - APRIL 2013

N E W S

InREPLY

Brainstorm 3D Graphics & Virtual Studios
David Alexander, Commercial Director, Brainstorm,
ﬁelds the InBroadcast questions…

32

InBroadcast: How is your
company changing to meet client
demands?
David Alexander: Brainstorm
is a leading software provider of
real-time 3D graphics and virtual
studio solutions. Our product range
covers any broadcaster’s needs
from news and sports to virtual
studios, entertainment, weather
solutions, corporate presentations
or augmented reality applications.
This ﬂexibility allows our clients
to use our tools anywhere realtime graphics are required, no
matter if they are simple template
graphics for news or high-end
3D real-time graphics pieces for
live production or programmes.
Brainstorm is committed with a
policy of continuous development
and the closeness to the market
we enjoy allows us to be deeply
focused on the customers’ needs.
Being a software company
focused on delivering the best in
real-time 3D solutions, we have
pushed the possibilities of advanced
computer hardware, always with
the intention of delivering our
customers the best possible
results. Today all our products run
on standard PCs, which makes
our product range accessible
to a wide range of customers.
At the same time production is
part of the genetics of Brainstorm,
as the company started providing
b ro a d c a s t s e r v i c e s w h i l e
developing software for these.
Being able to use our products
in real production environments,
working for real customers of any
size, allows Brainstorm staff to
achieve the deepest knowledge
of our products and better
understanding the market’s needs.
That is the reason why Brainstorm
created the Production Services
department, one of the key strengths
of the company, and a diversiﬁcation
that allows Brainstorm to be much
more than a software provider, as
we have flexibility to cope with
specialised tasks such as the
externalisation of productions
such as elections, game shows,
sports coverage and much more.
Brainstorm Production Services
have been involved in many projects,
from entertainment solutions to

America and the Asia Pacific
region, along with the Middle East.
We are quite conﬁdent with our
market development possibilities
in these areas, as our presence
in shows such as CABSAT or
Broadcast Asia has raised signiﬁcant
expectations and great interest
among resellers and ﬁnal customers.
InB: Any innovations ahead that
you can discuss?
DA: We are in the process of updating
all our current product range, with
Aston 3D as the ﬁrst example of this.
This year will be quite interesting
for our customers, as with the
immediate launch of Aston 3D we
will start a series of announcements
that will affect all our product
range, from eStudio to EasySet
3D, allowing new features, more
speed and usability, and a newly
developed GUI. This new interface
is fully contextual as, being shared
amongst all our product range,
allows users to ﬂexibly display tools
and windows with instant access
to any object and its individual
properties, no matter how complex
the composition or virtual set.

Exhibition demonstration of Brainstorm broadcast graphic solutions

news graphics or elections coverage,
and could cope with almost any realtime 2D or 3D graphics project there
could be.
InB: What criteria does the market
use to make decisions for your
services?
DA: Of course, in the highly
demanding environment of
broadcast operation the technical
excellence is paramount, but
because of the economy the market
is now much more sensitive to pricing.
Brainstorm has always been
known for the speed and reliability
of our solutions, especially the world
renowned eStudio engine, and we
are pushing forward to maintain
our technological excellence
while adjusting our product range
to be more appealing to a wider
customer base. Our ‘Easy’ range
is an example of this, a range of
products that brings 3D graphics
and virtual studio solutions to

less experienced operators,
when other products require
senior operators or 3D experts.
On the other hand, sometimes
a customer does not require
the purchase of a new product,
but needs a rental for a given
project, or requires a turnkey
solution for a specific need.
At this time, the concourse
of experienced staff means the
customer could accomplish that
project minimising its investment.
Brainstorm Production Services
could support our customers when
their structure can’t cope with a
speciﬁc project, or help with content
creation for smaller companies.
InB: Which territories are showing
particular activity?
DA: Traditionally Brainstorm have
operated in Europe, Japan and
the US, but lately the activity is
starting to grow significantly in
emerging markets such as Latin

InB: Give some examples of your
services in action.
DA: Big names in the News
and Broadcast industries have
used Brainstorm products to
design, create or launch to
on-air their real-time graphics
for news, sports, election
coverage programmes, weather
or entertainment programmes.
Also, Brainstorm Production
Services has contributed to many
of these broadcasts in the last
15 years, and we are particularly
proud of our contribution to election
coverage programmes, where we
have applied our expertise in Europe,
America, Asia and the Middle East.
As an example, the 2008
American elections were covered
by Brainstorm Production Services
from both sides of the ocean, as
they were required by the BBC and
the CNBC at the same time. With
the BBC we partnered for years to
cover all the election nights, as we
have done with Antena 3 or RTVE
in Spain, CNBC or NBC in the USA,
to name a few. Brainstorm graphics
are also present in events such as
the Olympics, Champions League,
Wimbledon, Roland Garros, PGA
Tour, NASDAQ graphics, and many
other.
InB: Thank you for taking time to
answer our questions.
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