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Article: HD spots: post houses are still waiting for ad agencies to embrace high definition.
- Article from:
- Post
- Article date:
- April 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Post LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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With HD technology maturing rapidly, production of high definition content is no longer the daunting task it once was. And many post houses working on spots set to air in standard definition are choosing to work in HD throughout and then downconvert at the end. Because of faster and cheaper storage and processors, the assumption that finishing in HD always carries an extra cost is no longer accurate. Still, agencies have been reluctant to take the extra step and request an HD master along with their SD version, so many times it's the post house who eats this cost for the greater good.
Some pros we spoke to have seen a very slight increase in HD post work, while ...
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