OREANDA-NEWS.  February 15, 2012. The Hollywood production community is continuing to adopt Sony's SRMASTER format, an open platform technology for high-quality motion picture content. Announced in September 2011, SRMASTER is the recording format of Sony's CineAlta™ digital motion picture camera F65 system, the industry's highest quality 8K CMOS sensor camera and SRMemory recorder unit.

 New members of the SRMASTER alliance include a range of post production companies and manufacturers of content production solutions including on-set dailies, non-linear editing and color grading technology.

 Sony offers the SRMASTER licensing program to provide technical specifications and software development kits to manufacturers of movie content production solutions. By providing the SRMASTER format as an open platform technology, Sony's goal is to help SRMASTER format supporting companies achieve improved production efficiency, seamless file-based 4K movie content production workflows and the highest level of image quality.

 In January 2012, Sony began worldwide deliveries of the F65 CineAlta digital motion picture camera to meet the incredibly high demand from production professionals. Approximately 400 units were pre-ordered, and several high-profile productions are now shooting features with the F65.

 The following six companies have released product versions capable of SRMASTER format processing, supporting 4K content workflows for on-set dailies (real-time playback and file transcode on the set), color grading, composite and conform:

 ASSIMILATE, Blackmagic Design, Colorfront, FilmLight, MTI, and YoYotta

 Additionally, the following 10 major Hollywood post-production companies also now support the SRMASTER format. Each company is reinforcing its post-production pipeline to support F65 production:

 Colorworks, Company 3, DigitalFilm Tree, EFILM, Encore Hollywood/Level 3 Post, FotoKem, Hollywood DI, Light Iron, Modern VideoFilm and Technicolor

 Several other companies are also working to support Sony's 4K format, with new productions and solutions currently in development.

 “Sony's open IT platform can provide seamless file-based workflow solutions for 4K motion picture production - from shooting to editing to finishing,” said Alec Shapiro, senior vice president at Sony Electronics. “Sony is committed to supporting creative professionals and their pursuit of new ways to express their vision. Sony will continue its efforts to enhance the production industry and ultimately enhance consumer's experience to enjoy movie entertainment through a broad range of professional solutions.”