IBM Teams With Advanced Media Workflow Association To Help Deliver Open, Standard-Based Web Services Connectors To Meet Industry Needs

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AMSTERDAM, - 11 Sep 2009: IBM is teaming with Advanced Media Workflow Association, Inc. (AMWA) to promote open standards-based software connectors for media services. The AMWA is forming a Working Group to take over future development and direction of the open-standards software connectors based on IBM's Abstract Service Definition (ASD) for media services. IBM will continue to work together with other AMWA members to move ASD development forward.

"By providing a non-proprietary open standards based platform through which media firms can connect applications and web services, such as digital asset management, encoding, publishing and watermarking, media companies can increase their production efficiencies and respond quickly to the ever-changing media business environment," said Brad Gilmer, Executive Director, Advanced Media Workflow Association. 

As part of its ongoing effort to develop open standards-based connectors for media services, IBM developed the ASD for media services over the last two years, during which it has encouraged software developers to use ASD classes as templates to build standards-based connectors for IBM's Media Hub Solution, as well as other open systems-based frameworks. IBM Media Hub is an open standards-based solution for managing media companies' work processes and is based on the IBM Service Oriented Architecture (SOA) and Business Process Management platforms. 

The ASD outlines how to efficiently create web-service connections that standardize media service connectivity. This brings consistency to the software development process by providing a high-level, common description of media services. IBM has defined 11 initial classes of services using the ASD construct for common media functions such as encoding, transcoding, atermarking, archive, playout and scheduling. 

"Having AMWA driving this effort forward will go a long way towards giving the industry a dynamic open infrastructure which will enable media firms to pick the best applications and solutions for their needs and quickly integrate them into their media workflows," said Karla Norsworthy, Vice President, Software Standards for IBM. 

Work Underway...

Among the software developers already offering support of the ASD for media services are:    

Grab Networks’ ( market leading, high performance video production platform, Anystream Agility, is shipping with support for the IBM MediaHub ASD connector for transcoding management and control. Grab is also collaborating alongside IBM globally on a variety of implementation projects for this ASD with some of the largest companies in the Media & Entertainment industry. 

OpenCube (  develops advanced media workflow solutions based on the MXF standard that ensure media file interoperability and metadata integrity across the entire production chain. Its software is SOA-based, fulfilling one of the key requirements of the broadcast industry: the rationalization of Information Systems for open, flexible and cost-effective media creation workflows. 

SmartJog ( offers a fully-managed distribution and file transfer platform for the secure, fast, and reliable digital delivery of content. With presence in 65 countries, SmartJog provides clients with a full end-to-end solution to meet all their workflow needs. Clients can digitally deliver any media, any size, to anywhere across SmartJog’s secure network.    

About AMWA

The AMWA is an open, community-driven forum focused on the creation of timely, innovative business-driven specifications and technologies for networked media workflows.  For more information, visit  

About IBM

For more information on IBM, visit


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