Sharjah Broadcasting Authority streamlines workflow with NOA

Media authority oppts for integration of Avid Interplay into NOA
Sharjah Broadcasting Authority, Sharjah Broadcasting Authority NOA Avid partnership
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Sharjah Broadcasting Authority (SBA) is streamlining its workflow thanks to AV digitising and archiving suppliers NOA.

The governmental organisation, dedicated to media industry development in the United Arab Emirates, is working with NOA on the integration of Avid Interplay into its already installed NOA mediARC Archive Asset Management (AAM) system at several of its regional stations.

With this bidirectional Avid integration, SBA is embarking upon a company-wide approach to organising archival assets through a WAN infrastructure that interconnects multiple locations.

It will use NOA mediARC to drive the workflow from several sites in parallel and centrally store all content within its AAM. This step adds a significant layer of well-structured metadata to production content, and ensures the workflow is conform with the OAIS standard.

Scheduled for completion in May, the upgrade will ensure the organisation has all processes streamlined from one archive-centric point.

“The seamless integration of Avid Interplay into several of our regional stations to one central company-wide NOA mediARC archive will help us establish a more efficient process,” said Aisha Alzaaref, director of broadcast IT at SBA. “In addition, the redundancy enabled by the new setup, makes us feel really secure.”

In 2017 NOA installed its AAM system mediARC at Sharjah Media Corp. for the digitisation and management of SMC’s entire legacy video archive consisting of 140,000 hours of Betacam, DigiBeta, U-matic, One Inch, and MiniDV tapes to SMC’s.

This represented the first project for NOA in the country. The same year, the companies signed a multi-year service maintenance agreement confirming SMC’s trust in NOA solutions and a long-term partnership.

Sharjah TV began in 1989 and expanded into Sharjah Media Corp. in 2009. In 2019, the broadcaster became known as Sharjah Broadcasting Authority (SBA). Television and radio channels operating under the media house’s umbrella include Sharjah TV, Sharjah Sports Channel, Al Sharqiya Channel of Kalba, Al Wousta Channel of Al Dhaid, Sharjah 2, Sharjah Radio, Quran Radio of Sharjah, Pulse 95, and the Sharjah Media Training Centre.

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