(12 September 2007 5:00 pm)

MUMBAI: IAt the recently concluded IBC2007, Microsoft announced new customers, partners and programs that further underscore the value Microsoft provides to organisations in
the media and entertainment industry. Through its broad range of solutions,

Microsoft enables media and entertainment companies to create and manage nearly endless varieties of media and deliver stunning entertainment experiences to their customers.

Microsoft highlighted updates, including new customers and partners, for two solutions launched in April at Nab2007: Microsoft Silverlight and Microsoft Interactive Media Manager (IMM). In addition, Microsoft detailed new customer and partner adoption of the Microsoft VC-1 Encoder software developer kit (SDK) and is announcing the Microsoft
Mediaroom Interoperability and Qualification Lab (IQ Lab) for digital video encoders.

Microsoft also outlined collaborative efforts with KT and SBSi, a subsidiary of SBS Media Group, to create a digital content and syndication hub for suppliers and distributors of content.

Microsoft GM communications sector Michael O'Hara says, "The continuing changes in the media and entertainment industry signal the need for solutions that help companies simplify the complexities in creating and managing content and delivering an enticing user experience whether on a television, mobile phone or PC.

"The new customers and partners that are lining up to support solutions such as Silverlight, IMM and VC-1 Encoder are just a few examples of the positive reinforcement we've received from the industry that show our strategy is on the right path."

At IBC2007, Microsoft announced broad industry support for the Microsoft VC-1 Encoder SDK, a commercial offering first announced in April. The firm says that product vendors are taking advantage of the quality and performance improvements delivered through the new technology and are building next-generation products that efficiently produce video imagery for a variety of distribution and consumption scenarios.

Consequently content providers, recognising the benefits of faster encoding and the value of delivering best-of-breed video quality to their customers, are also adopting the new VC-1 Encoder technology through these new tools.

In the broadband and mobile content distribution segments, Red Bee Media has chosen tools based on the VC-1 Encoder from Anystream to rapidly repurpose and streamline the delivery of bandwidth-efficient video content for the BBC's innovative new iPlayer service.

The amount of data produced for digital media is increasing exponentially, and to add to the complexity, there are a vast number of data types and formats that must be supported. Microsoft is working with its partners to help ensure that all this content can be used productively as an asset, rather than presenting a challenge for broadcasters.

Italian broadcaster Rai has joined the Technology Adoption Program for IMM, which will enable Rai to manage the media workflow process as it digitises assets for viewing over the Web through a variety of screens and devices. In addition, Microsoft is bringing an expanded set of capabilities available to media companies in conjunction with IMM through new partner relationships. To deliver these capabilities, Microsoft has forged relationships with independent software vendors including FileCatalyst, Marquis Broadcast, Rhozet Corp. and TeleStream, and system integrators such as
Accenture, Ascentium, The Computer Merchant, Intellinet, SpeakTECH and Tata Consultancy Services.