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Redefining rushes at IBC 2018

By Shaun Wilton, Anna Valley Director


Over the last decade or two, while the rest of the content production workflow has been revolutionised by cloud and IP workflows (taking post production out of the edit suite, making media available on any machine, anywhere in the world and virtualising control rooms to name just a few examples,) the “outside shoot” part of this process has remained (largely) the same.  I’m not saying that cameras haven’t changed – there have been some remarkable developments in AI functionality, shooting resolution and camera design – but the workflow is still the same; we go out, shoot some footage and take it back to base.

In fact, the term “rushes” was originally coined to describe the literal “rushing” of footage from the shoot location back to the production or post house.  But, based on what we saw at IBC 2018, this description looks set to become as outdated as telling someone to hold their horses.

There are generally two types of product innovations in our industry – those that provide the ability to create more beautiful, creative or impressive content and those that allow us to create content more efficiently.

For a long time camera development has been almost exclusively focussed on the former, but the increased demand for content and reduced tolerance for scheduled delivery is forcing a shift.

While there were the usual new product and feature launches at this year’s IBC show our overarching impression was that the camera manufacturers are starting to recognise that acquisition workflows need to change to keep up with the demand for content, and they are now focussed on serving this need.

This is evident in specific camera product development – like Sony’s XDCam Air camera-to-cloud workflows and the JVC Connected Camera’s studio talkback over IP capabilities – but is more apparent in the way these technology companies are building platforms with suites of services that cover the entire production workflow – including acquisition.  Sony’s launch of Intelligent Media Services at IBC is a case in point.

For too long cameras were standalone tech, existing in their own little isolated world, but the present and future state is that connectivity is the norm and cameras need to take their place in a network that feeds into the broader content supply chain.


Watch this space for more on this topic or get in touch to find out more.