Software giant Microsoft will try yet again to tap into markets beyond the personal computer by proving that its digital video and audio format is a standard for professional broadcasters, writes Will Strauss.
Michael Aldridge, lead product manager at Microsoft digital media division, bravely declared at the NAB conference this week that its software can be used for professional applications and tried to dispel the view that digital media is for low-quality video applications.
"When we first came to the professional space at NAB, people really saw digital media technology as a more fringe-type of technology," Aldridge said, but the company was now getting "increased interest from household names".
To back up his point, he unveiled partnerships with Avid, the Associated Press and other video production-related companies.
Microsoft said Avid would adopt its latest digital media format (Windows Media 9 Series) to export video in a high-definition format.
Microsoft, which already dominates the slowing PC market with its Windows OS, has been trying for some time to jump-start growth by extending its digital media technology into the demanding market for professional broadcasting.