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CentreDaily picks up Digitalsmiths’ story.

Digitalsmiths was specially selected by the AlwaysOn editorial team and industry experts spanning the globe based on a set of five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz. Digitalsmiths and the OnHollywood 100 companies will be honored at AlwaysOn’s fifth annual OnHollywood on September 27, 2010, at the Entertainment Technology Center @ USC in Los Angeles, Calif.

“When you review the OnHollywood 100 class of 2010, you will see that we have come a long way since music sharing sites like Napster and Kazaa began disrupting the entertainment world,” says Tony Perkins, founder and editor of AlwaysOn. “Now, the entire entertainment world is dependent on the Internet, social networking, and the burgeoning use of the iPhone and Google’s Android smartphone platforms to market, distribute, and share entertainment.”

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ETC@ USC to Host Fifth Annual OnHollywood 2010 – news covered by media.

The Entertainment Technology Center @ USC to Host Fifth Annual OnHollywood 2010

OnHollywood: The Entertainment Venture Summit Features Who’s Who of Hollywood and Silicon Valley

LOS ANGELES, CA–(Marketwire – September 15, 2010) – The Entertainment Technology Center at University of Southern California (ETC@USC) is pleased to announce that it will host the fifth annual OnHollywood 2010 on September 27-29, 2010, at the Davidson Conference Center at the University of Southern California. The two and a half-day entertainment venture summit will be held in cooperation with AlwaysOn and will bring together technology start-ups, investors and Hollywood executives to examine the future of entertainment technology. The conference will be a showcase for innovation in the entertainment technology sector and will provide information about funding sources for new companies in the video, music, gaming, search and mobile industries. At this conference, the best and brightest CEOs from technology companies in Silicon Valley will meet up with entertainment industry executives to further the discussion around opportunities in burgeoning entertainment technology space.

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Specification for Naming VFX Image Sequences Released

ETC’s VFX Working Group has published a specification for best practices naming image sequences such as plates and comps. File naming is an essential tool for organizing the multitude of frames that are inputs and outputs from the VFX process. Prior to the publication of this specification, each organization had its own naming scheme, requiring custom processes for each partner, which often resulted in confusion and miscommunication.

The new ETC@USC specification focuses primarily on sequences of individual images. The initial use case was VFX plates, typically delivered as OpenEXR or DPX files. However, the team soon realized that the same naming conventions can apply to virtually any image sequence. Consequently, the specification was written to handle a wide array of assets and use cases.

To ensure all requirements are represented, the working group included over 2 dozen participants representing studios, VFX houses, tool creators, creatives and others.  The ETC@USC also worked closely with MovieLabs to ensure that the specification could be integrated as part of their 2030 Vision.

A key design criteria for this specification is compatibility with existing practices.  Chair of the VFX working group, Horst Sarubin of Universal Pictures, said: “Our studio is committed to being at the forefront of designing best industry practices to modernize and simplify workflows, and we believe this white paper succeeded in building a new foundation for tools to transfer files in the most efficient manner.”

This specification is compatible with other initiatives such as the Visual Effects Society (VES) Transfer Specifications. “We wanted to make it as seamless as possible for everyone to adopt this specification,” said working group co-chair and ETC@USC’s Erik Weaver. “To ensure all perspectives were represented we created a team of industry experts familiar with the handling of these materials and collaborated with a number of industry groups.”

“Collaboration between MovieLabs and important industry groups like the ETC is critical to implementing the 2030 Vision,” said Craig Seidel, SVP of MovieLabs. “This specification is a key step in defining the foundations for better software-defined workflows. We look forward to continued partnership with the ETC on implementing other critical elements of the 2030 Vision.”

The specification is available online for anyone to use.

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