AmberFin and ATG Broadcast have expanded their UK channel partnership agreement to encompass the Middle East region. ATG Broadcast is opening a new sales and support office - ATG Broadcast Middle East FZ-LLC - in Dubai Media City, in the U.A.E., which will allow ATG to promote AmberFin in the UAE, Lebanon and Qatar.
The new office will promote and support AmberFin’s iCR broadcast content ingest and file transcoding system, including the recently introduced Unified Quality Control (UQC) module.
"The Middle East market is one we understand well and which we are now able to support directly through our regional office in Dubai Media City,” says ATG Broadcast Managing Director Graham Day. “Broadcasters worldwide today recognise the huge gains in efficiency, flexibility and operational security they can achieve by switching from discrete cine film and video tape to file-base operation. We have first-hand experience of integrating AmberFin’s iCR products into our own system designs. They are ideal for television networks and playout service-providers seeking a solution to the tasks of format manipulation and automated quality control in modern file-based workflows.”
The extended channel partnership agreement will help AmberFin build a higher profile with potential customers in the regional market. “The Middle East is a focus in our market development initiative and we recognise the need for a local presence,” explained Jeremy Deaner, Chief Executive Officer at AmberFin. “We have developed a close working relationship with ATG Broadcast in the UK and the decision to extend our relationship into the Middle East region makes sense on many different levels.