Ha-Mitcham starts up with Avid

Ha-Mitcham starts up with Avid

Published: ASIA

ISRAEL: Ha-Mitcham, which translates from Hebrew to English as The Complex, was opened late last year by founders Yuval Ullman, and Hanan Gafter. It is reportedly the ‘largest independent postproduction house formed by editors for editors in Israel’. It is served by an Avid workflow that allows the facility and its clients to compete with larger organisations. This was designed, supplied and setup by the manufacturer’s authorised Israeli partner, Draco, while commissioning and training were provided by Avid Global Services.

‘Our vision was to offer comfortable, creative production and post suites equipped with the best available technology, all under one roof,’ explained Efraim Halevy Sela, CEO of Ha-Mitcham. ‘We wanted to enable people to come in with an idea and leave with a movie or a series to broadcast.

‘We knew various Avid solutions from our past roles, and of course Media Composer is probably the most common edit suite in Israel,’ Mr Sela continued. ‘At IBC 2016, we saw a demonstration of Interplay Production with the MediaCentral UX cloud-based user interface, and thought it was just phenomenal. We saw how we could edit a whole sequence online from remote locations, collaborating with different partners. We had looked at a lot of solutions that could do work-arounds or partial jobs, but there was always something missing. With Avid’s cloud-based capabilities, the solution is complete from logging and story construction right through to sign-off.’

‘Ha-Mitcham is a welcome addition to Avid’s expanding collaborative network of media professionals, and we look forward to working closely with them as their company develops in the coming years,’ said Jeff Rosica, president of Avid. ‘The ambition of this project is truly remarkable. Ha-Mitcham’s investment and trust in Avid’s technology underlines its commitment to give the best tools to the best people, to produce the best possible content.’

Mr Sela concluded: ‘As an organisation, we have put technology in the lead, gaining efficiencies in order to encourage more creativity. With the Avid workflow, production companies of any size can enjoy the benefits of collaborative remote working, allowing them to achieve the same level of quality as the bigger companies. Collaboration is key for us, and we strongly believe that our relationship with Avid will be a long and fruitful one as we harness the Avid Everywhere vision.’

www.avid.com
www.draco.co.il

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