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Stable and reliable production environment MTV Nordic is the unit of global music channel MTV responsible for broadcasting in the Nordic region and the Baltic states. MTV started operations in 1987 and today reaches 330 million households in 142 countries. In Europe, MTV reaches 90 million households. MTV Nordic is headquartered in Stockholm, Sweden, and has a staff of 60 employees that mainly work with adaptation of MTV programs and material from all over the world to create Nordic programming. Daniel Annefelt and Anna Källsen work as "on air producers" at MTV Nordic in Stockholm. Their job is to make sure that all programs aired in the Nordic region have a common design profile. Among other things, the on air producers create promotionals and trailers for new programs. "We therefore have to be able to work quickly, especially with all forms of animations and graphics," said Anna Källsen.
Challenges faced
Daniel Annefelt and Anna Källsen work as "on air producers" at MTV Nordic in Stockholm. Their job is to make sure that all programs aired in the Nordic region have a common design profile. Among other things, the on air producers create promotionals and trailers for new programs."Although we can draw on considerable amounts of international material for our programming, we have a strong focus on in-house production."
"About half of our time is spent on localizing existing material and the other half on producing new material from scratch," said Daniel Annefelt. A thing that sets MTV apart is that the channel is on the air 24 hours a day, seven days a week. "We therefore have to be able to work quickly, especially with all forms of animations and graphics,? said Anna Källsen. Nickelodeon is part of the same corporation as MTV. We all of us work under budget constraints, and we therefore need production software that is both cost effective and full of creative potential."
Solution
MTV Nordic needed a new production software tool to create and edit animations, trailers and promotionals. One of the requirements was to find an application that would run on powerful but standard PC equipment, thus allowing everybody access to the application and avoiding the need for special, stand-alone hardware. Integration with other Adobe software products was also an important requirement. For instance, whether a picture or illustration is created by hand or in the computer, it always ends up as a digital file in an application like Photoshop or After Effects."For picture editing, Adobe Photoshop is a de facto standard in our profession. Therefore it?s much simpler to work with Adobe products compared to applications from other providers," said Anna Källsen.
MTV Nordic therefore chose to introduce Adobe Premiere Pro as one of its promotion and graphic tv production tools. Since 2003 this application has been used to put together film, sound and animations to create material aired to the Nordic audience.
Business benefits
According to the on air producers at MTV Nordic, one of the big advantages of working with Adobe tools is stability. The software performs very reliably and users are spared from unpleasant surprises. Used together, Adobe Premiere Pro and Adobe After Effects allow MTV staffers to produce promotional material from scratch, that is to say every necessary part can be done from beginning to end on the computer. Using these tools therefore means very rapid return on investment.
Adobe Video Collection (in which Premiere Pro is included) is a complete solution, you can start from nothing and produce ready- to-air material. That?s a big advantage for us who have to work both fast and cost-efficiently, said Daniel Annefelt. The versatility of Adobe Video Collection software is also very much appreciated by the three MTV Nordic producers: "When you work with relatively short productions like animations and trailers, there are hardly any limits to what you can do with Adobe Video Collection,".
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Keywords:Adobe Premiere Pro, MTV Nordic, Adobe Video Collection, Adobe Photoshop
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