PRESS RELEASE
Adstream partners with CHI&Partners to deliver UK's first native HD advertisement for Talk Talk
13 November, 2014: Adstream, the world's leading advertising digital asset management, workflow and distribution company, has delivered the first native HD advertisement in the UK; a defining moment in British broadcasting history.
Adstream delivered the advertisement, a 60-second Talk Talk commercial to showcase the brand's digital TV service, on behalf of its client, creative agency, CHI&Partners. The advertisement was broadcast on Tuesday 4th November on LFCTV, the official television channel of Liverpool Football Club, and is the first native HD commercial in the UK to be broadcast on a HD channel.
Until now, all advertisements broadcast in the UK have typically been delivered in standard definition (SD) and up-scaled for HD transmission if required, as will be the case when the Talk Talk ad is delivered to other, larger UK broadcasters.
However, in this instance, the Talk Talk advertisement was re-rendered as a HD master at the post-production house and delivered in native HD by Adstream, before being broadcast by LFCTV in the same format.
The UK is lagging behind many of its neighbouring countries, where HD advertisements are commonplace, as there is currently no formalised HD specification in place for commercials in this market.
Jason Coward, TalkTalk Team Lead at CHI&Partners, comments: "It's always exciting to be involved in a media first - innovating and redefining creative, tech and media boundaries remains a primary focus for us and our clients. Agencies and production companies alike tend to film their ads in HD, so it's a milestone moment for the industry to see the bar raised in broadcast - delivering our spots to the public at the high level of quality in which they were created."
Phil Edmonds, Managing Director UK at Adstream, comments: "This delivery of a HD advertisement within the UK market is a true landmark and very much indicates the shape of things to come within broadcasting. Historically, broadcasters have asked for advertisements to be converted from HD to SD, only to then up-res the files which can lead to a loss in definition. The big shift needed is for broadcasters to accept assets in a digital format rather than tape which opens up the possibility, for companies such as Adstream, to deliver native HD content."
For further information on Adstream and the services it provides, please visit: www.adstream.com
About Adstream:
Adstream is the foremost technology solution provider to the global advertising industry. Adstream is the only provider with the breadth and depth of portfolio to deliver solutions for every stage of the advertising process. Founded in 2001, Adstream partners with over 75% of the top 100 global brands, agencies, production and post-production houses, as well as the world's leading media owners. Adstream delivers an unrivalled 2 million advertisements each year and securely manages over 7 million assets. Headquartered in London, UK, but with over 380 staff spread over 39 regional offices in 27 countries, Adstream delivers global services with a truly local focus.
