Televisió de Catalunya Facilitates Channel Branding with Orad 3DPlay

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New installation facilitates production of on-air channel branding; efficiently renders clips, offering real-time graphics production and broadcast

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Orad’s solution combined with the development of customized applications for planning and management of graphic elements has allowed us to significantly improve the image of our channels...

The regional Televisió de Catalunya (TVC) channel has implemented Orad’s 3DPlay solution to facilitate production of on-air channel branding. Orad 3DPlay efficiently renders clips, offering real-time graphics production and broadcast.

The new installation currently facilitates channel branding for TVC Channel 33 with plans to be deployed for the TVC Esport3 sports channel in September and the main TVC channel - TV3 - before end of year. Consisting of a fully redundant structure spanning graphic design, marketing, and broadcast control of independent render channels, the Orad 3DPlay is also fully integrated with the Mcon automation system.

"The system has allowed us to automate the production of branding elements of our channels, providing flexibility in the process of creating, programming and broadcasting. This automation has led to increased production in the generation of branded content, such as promos, bugs, overlays, tickers, etc., freeing up hours of post-production facilities and programming for specific applications for the automation of the broadcast,” said Paco Sánchez, head of the Audiovisual Communications Systems department for Televisió de Catalunya.

"Orad’s solution combined with the development of customized applications for planning and management of graphic elements has allowed us to significantly improve the image of our channels, both formally with new branding for Channel 33 and Esport3, as well as in generating new formats for 'cross promotion' between the various TVC channels," says Ferran Molinas, head of image for the Marketing department of Televisió de Catalunya.

Orad’s 3DPlay is a graphic template controller solution that relies on user created actions to trigger graphic templates to air such as: coming up next, promo over credits, squeeze back video, multiple tickers, and any other type of channel branding graphics.

3DPlay offers smooth integration with TVC's workflow, automatic real-time graphics and a simple and intuitive user interface, in an environment that allows considerable flexibility and creative graphic capabilities for a richer production.

TV3 implemented Orad’s 3DPlay as part of its core broadcast workflow and to cover the entire branding workflow for all its channels. With the integrated applications, 3DPlay traffic users can preview graphics and videos and create graphic events in the rundown and/or video clips that will then air with the assigned behavior and logic.

Once the rundown is loaded into the automation system, 3DPlay checks the availability of graphic events and executes the commands received together with the logic of each graph with total accuracy.

About Televisió de Catalunya
TV3, based in Barcelona, is the television company of the Catalan Broadcasting Corporation (CCMA). It was founded in 1983 with the mission of restoring the Catalan language and culture to their rightful place. Today it is Catalonia’s main communication medium and the TV network that is most watched by the country’s citizens. Its programming is firmly committed to social and democratic values, pluralism, and public service.

About Orad Hi-Tec Systems
Orad Hi-Tec Systems is a world-leading provider of real-time 3D broadcast graphic, video server, and media asset management solutions including news, channel branding, sports production and enhancement, elections and special events, virtual studios, and virtual advertisement. Orad's compelling solutions streamline production workflow, enhance viewer experience, and improve production value. More information is available at

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