Red Bee Media has become the first broadcast company to adopt a fully tapeless workflow for the delivery to playout of all advertising for its clients, including Flextech, UKTV and Five.
Red Bee Media has become the first broadcast company to adopt a fully tapeless workflow for the delivery to playout of all advertising for its clients, including Flextech, UKTV and Five.

The new system, operated by digital asset management service Adstream and in place since December, is for short-form material but is being seen as a test-bed for long-form programming.

'The first goal was to create a fully tapeless delivery system for short-form content,' says Roger Barton, Adstream head of broadcast services. 'We aren't capable of delivering hour-long series digitally at the moment.'

The system delivers files in MPEG2 over 100Mb pipes, but a software upgrade to the receiving boxes would be needed to transfer broadcast programming.

Adstream used to deliver up to 1,500 tapes a month to Red Bee's broadcast centre. Now it organises transfer of all spots as digital files along with relevant metadata directly into Red Bee's automation system.

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