New ‘Dell Create’ Services Solution Revolutionizes Media and Entertainment Workflows

  New ‘Dell Create’ Services Solution Revolutionizes Media and Entertainment

  *Dell Create consulting solution, announced at NAB Show 2013, helps media
    and entertainment customers save time and money with improved content
  *The solution’s comprehensive management, implementation and support from
    Dell allows customers to worry less about IT and spend more time being
  *Red Giant Films relies on Dell Precision workstations to produce
    Webby-Award-winning filmmaker Seth Worley’s latest short film, “Spy vs

Tweet This: @Dell announces #DellCreate services solution at #NABShow and
partners with @RedGiantNews on #SpyVsGuy short film

2013 NAB Show

Business Wire

LAS VEGAS -- April 09, 2013

Dell today announced Dell Create, Multi-Vendor Cloud for Content Creators, a
new professional service designed to help large broadcast companies, studios,
creative shops and other media and entertainment customers dramatically
improve their content workflows with a centralized IT environment. Dell Create
helps customers reduce operational costs and increase efficiencies through the
Dell-managed organization and implementation of a customized combination of
customer-approved vendor solutions, carefully selected to operate seamlessly
together to meet the unique needs of each customer. This helps customers do
more of what they do best and spend more time being creative.

Today, most broadcast companies, studios or creative shops manage the creation
and/or distribution of content themselves.These processes require the
orchestration of many areas of specialized expertise, from business process
management to unique video-related tasks. Each of these niche areas is
generally serviced by different vendors that have their own platforms and
applications. As a result, companies are required to constantly re-invent
their workflow process to get the disparate technologies and processes to work
well together. This cumbersome process plagues most businesses with
inefficiencies, lack of standards and redundancy.

Dell Create is designed to help customers save money and have more time to
focus on the creative process by providing them with a converged hardware and
software data center model, as opposed to traditional workflow silos.

“Studios and broadcasters face a transformation challenge that will reward
having a centralized, scalable approach for their systems architecture,” said
Adrian Drury, Lead analyst, Media & Broadcast, Ovum. “This will enable them to
be operationally agile in the face of a rapidly transforming and increasingly
complex and fragmented market. The challenge is that vendor landscape in the
premium video industry is highly fragmented, defined by specialist solutions
engineered for defined production and distribution workflow processes. As
studios and broadcasters embark on their transformation challenge, there is a
need for cloud platforms that are engineered for the specific security, file
size and latency requirements of this industry, while presenting a unified
architecture that can give studios and broadcasters the platform to survive
and thrive in the transition ahead."

“Dell Create is based on direct customer feedback and the pain points those
customers experience in the workflow process,” said Chad Andrews, Dell Media &
Entertainment vertical strategist. “Dell Create offers customers a COMPASS
(Collaborative Multi-vendor Platform-as-a-Service) computing model that
enables customers to benefit from an ecosystem of best-of-breed vendors that
share a pool of common technical resources, dramatically reducing costs and
eliminating redundancy.”

Dell Create services include the following steps:

1. Dell gains a firm understanding of the customer environment and opportunity
to improve and modernize. Dell leverages key system integrators and developers
to analyze the customer’s IT environment.

2. Dell recommends the best workflow based on the customer’s needs and
business goals. This recommendation includes a custom framework that
integrates the right media and entertainment vendors for each customer’s
unique requirements.

3. Dell then develops a recommendation for and helps implement an up-to-date,
networked infrastructure based on customer direction and to adequately support
the new streamlined workflow.

Customers in the media and entertainment industry focus on a variety of
content-related tasks, spanning from content creation and management to
digital rights management and distribution to the need for more dynamic
multi-device applications. Dell is in the unique position to support each of
these unique needs from both the services and hardware perspective. Affordable
and customizable offerings available through the Dell Create solution include
a variety of elements from Dell’s services, security, hardware and software

  *Dell Fluid FS for video storage
  *Dell Wyse thin clients for secure, reliable and cost-effective computing
  *Dell Services & Solutions for hardware orchestration
  *Dell PowerEdge C servers for rendering
  *Dell Precision workstations for high performance content creation
  *Dell UltraSharp monitors for high-end visualization
  *Dell SonicWALL and Dell Quest for security

As showcased at NAB Show 2013, in the Dell portion of the StudioXperience
Sponsored by Intel Booth - SL9610, a number of media technology providers have
already embraced the Dell Create vision, further enhancing the vendor
ecosystem available to Dell customers. The complete Dell Create solution is
demonstrated in the booth with the following vendor examples:

  *5th Kind: Offers local and cloud-based production asset management and
    secure collaborative workflow solutions for feature films, studios,
    broadcast and other creative industries
  *ANNOVA Systems: Provides a comprehensive Newsroom software solution called
    OpenMedia. OpenMedia provides a central collection news repository and
    helps journalists and interactive content producers coordinate,
    collaborate and streamline news production for broadcast TV, Web,
    Internet, Social Media and Radio distribution
  *Brevity: Breakthrough technology within the Dell Create solution designed
    to highly accelerate the transport of digital files while enabling the
    simultaneous delivery in multiple formats to multiple locations as a
    seamless process, resulting in increased efficiency in media workflows for
    unmatched return on investment
  *Crossroads Systems: Supplements Dell’s Fluid FS solution with its
    StrongBox solution that offers data protection and long-term data
    retention as shared storage that seamlessly combines the speed and
    accessibility of disk with the reliability and economy of LTFS tape –
    helping Crossroads Systems customers reduce archive and preservation costs
    by up to 90 percent
  *Digital Rapids: Leverages its Kayak platform to connect third party vendor
    solutions on the backend while providing an intuitive workflow interface
    on the frontend
  *GreenButton: Provides a middleware solution alongside Dell, illustrating
    how customers can benefit from the economy of cloud or off-premise
    infrastructure, instead of the traditional need to invest the
    implementation and maintenance of an onsite datacenter
  *Integrated Media Technologies (IMT): Serves as Dell’s lead design and
    integration consultant
  *Kaazing: Provides new interactive content delivery experiences that extend
    from the Dell Create framework, leveraging the Kaazing WebSocket Gateway
    technology to power real-time, reliable, secure connections over the Web
    between customer datacenters and mobile devices
  *Mediasmiths: Provides industry-specific workflow design, solutions
    architecture, training, change and software development expertise
  *Vidispine: Serves as Dell’s preferred framework for organizing digital
    assets and managing centralized workflow processes. Vidispine is deployed
    as a Cloud/Enterprise federated MAM solution that includes ingest and
    transcoding capabilities.

In addition to introducing the new Dell Create solution, a large
enterprise-level offering, Dell also teamed with Red Giant to showcase its
small and medium business capabilities at NAB Show 2013. Red Giant leveraged
Dell Precision workstations to produce its latest short film, “Spy vs. Guy,”
which premiered last night with Dell at the show. The project, directed by the
Webby Award-winning Seth Worley, used M6700 and T7600 Precision workstations
with Adobe Premiere Pro and Red Giant’s newly-announced Bulletproof software
to demonstrate that, working with Dell, independent filmmakers can create
Hollywood-calibre content, complete with visual effects, with off-the-shelf
hardware for a mere fraction of the budget required by previous generations.

“We chose Dell’s Precision workstations for our film because we found them to
be an extremely powerful and reliable hardware platform to run our new
Bulletproof software and Adobe® Premiere® Pro; both integral to the success of
our film,” said Aharon Rabinowitz, director of Communities for Red Giant.
“Dell Precision workstations combined with our Bulletproof solution truly
provides independent filmmakers with everything they need to design, ingest,
organize, process, archive and edit films with a single laptop and a small

Furthermore, to maximize the performance of digital content creation
applications, Dell recently introduced Dell Precision Performance Optimizer
(DPPO), the industry’s first software that automatically configures Dell
Precision workstation settings based on the software the user is running. DPPO
includes profiles for Autodesk Maya, Adobe Premiere Pro, Adobe After Effects®
and other applications, and, once activated, automatically adjusts system
settings to optimize performance. Additional features include proactive system
maintenance and tracking and reporting of system utilization, helping
designers, artists and other creative professional enhance and speed up their


Dell is available to begin Dell Create consulting discussions today with
customers globally.

Dell at NAB StudioXperience Sponsored by Intel Booth – SL9610

  *Monday, April 8 – Thursday, April 11

       *Dell Create Exhibit

  *Monday, April 8, 10:30 a.m.

       *Director Seth Worley and Producer Aharon Rabinowitz on How Red Giant,
         Dell and Adobe Help Them Make High-Quality Films on a Budget
         (live-stream available)

  *Monday April 8, 2:30 p.m.

       *What Metamorphosis Means to Dell (live-stream available)

  *Monday, April 8, 6 – 7:30 p.m.

       *Dell & Red Giant Press Conference and “Spy vs Guy” Film Premier
         (live-stream available)

  *Tuesday, April 9, 10:30 a.m.

       *Chad Andrews, Vertical Strategist at Dell and Chan Mahon from IMT
         Discuss Dell Create (live-stream available)

  *Tuesday, April 9, 2:30 p.m.

       *Introducing Dell Create Multi-Vendor Services Solution (live-stream

  *Wednesday, April 10, 10:30 a.m.

       *Scott C. Hamilton, Dell Precision Strategist, on the Advantages of
         Dell Precision Workstations (live-stream available)

  *Wednesday, April 10, 2:30 p.m.

       *Hollywood Caliber on a Hobbyist’s Budget with Dell, Red Giant and

Additional information:

  *Dell Create
  *“Spy vs Guy” Making-Of Video
  *Dell NAB Show 2013: Live-stream Presentations
  *Dell Media & Entertainment
  *Dell Professional Services
  *Dell Precision
  *Dell Precision Performance Optimizer Overview Video
  *#DellCreate on Twitter

About Dell

Dell Inc. (NASDAQ: DELL) listens to customers and delivers innovative
technology and services that give them the power to do more. For more
information, visit

Dell, Dell Create, Dell Fluid FS, Dell Active Infrastructure, Dell Precision,
Dell PowerEdge C, Dell Ultrasharp, Dell SonicWALL, Dell Quest, Dell Wyse are
trademark of Dell Inc. Dell disclaims any proprietary interest in the marks
and names of others.


Media Contacts:
Dell Media & Entertainment
Katie Schaeffer, 512-728-3812
Dell Precision
Lauren Mauro, 512-723-6957
WPP Team Dell
Jessica Lokaj, 646-306-0873
Analyst Contact:
Dell Inc.
Kristin Solarczyk, 512-728-4853
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