Kapi-Mana News : January 17th 2012
7 KAPI-MANA NEWS, JANUARY 17, 2012 NEWS FEATURE THE SUMMER BBQ BEST BUYS!!! BBQ 75 WHOLE SAUSAGES $25 bag www.prestonsmasterbutchers.co.nz 4308088AA HARBOURSIDE; 16 PARUMOANA ST, PORIRUA 04 237 7313 SPECIALS END 22/01/2012 HAM STEAK ROLL $20ea 24 Piece PACK BREAKFAST $10ea AMBURGER ATTIES URGER BUNS AFo $6.60 SIRLOIN ROAST $19.49kg 66 ANKFURTERS 66 LONG ROLLS AFo $5 pkt MARINATED 10BBQ STEAKS $10pkt LUNCHEON $12roll LIMITED NUMBER OF SUMMER HAMS @ $6.99kg on way but not as easy as it sounds FROM Page 6 Up and down: The remote control is an essential couch companion for television viewers who hate the loudness of advertisements. ' We can solve it within our own systems, but it's infinitely better if we can go back to the source and sort it. ' Peter Ennis, TVNZ general manager of technology TVNZ itself reported that stan- dard ITU 1771 -- which measures the loudness to the ear and applies subtle balancing -- would be implemented by the end of that month. So, 12 months on, what has happened? Quite a lot, according to TVNZ general manager of technology Peter Ennis. He says the standard was intro- duced at his network in 2010, and all new audio content was now delivering to its specifications. Really? Truth be told, I haven't watched much TVNZ since my two favourite shows were booted to late night slots in favour of UK Motorway Patrol and Embarrass- ing Teenage Bodies, but I did watch The Mentalist the other night and I was still reaching for the remote every ad break. Mr Ennis is keen to stress the improvements are gradual. I'm very reluctant for [the audio standard] to be seen as a silver bullet.'' There will always be some variances, he says, and there is still room for advertising to have impact but the sound levels today are more consistent than 18 months ago and in another 18 months, as older advertising copy and programme material is purged, the improvement will be more apparent. He says it is too expensive and impractical to replace everything in TVNZ's archive and they would probably receive complaints if the sound levels were changed drasti- cally. On December 6, a test trans- mission in a simulated living room environment was attended by rep- resentatives of TVNZ, Medi- aWorks and Maori TV. When the content was aired with all of the implications'' of the audio standard, Mr Ennis says there was a noticeable improve- ment. On the same day, the broadcasters agreed with the advertising industry to a delivery file'', so the commercials are pro- duced within the technical parameters of the standard, rather than having to be corrected when they reach the broadcaster. We can solve it within our own systems, but it's infinitely better if we can go back to the source and sort it.'' Mr Ennis says the Labour Broadcast Policy was heavy- handed and unfair. He disagrees that the industry has been slow to implement changes. Though the problem has been present for years, he says it has taken time to figure out how perceived loudness can be measured. Technology to do this only became available last year. Mr Ennis says adopting the ITU audio standard was only part of the process, it tells you how to do it, but you have to set the stan- dard yourself''. Mr Ennis says the New Zealand broadcasters took it upon them- selves to develop their own regional standard'', one that was accessible and able to be implemented. You could say we don't get a lot out of it, but we don't want people switching channels or turning off the TV.'' Paul Feenstra, a Wellington- based media strategist with more than 25 years' experience mixing audio, directing and producing television in Hollywood, is dubi- ous of the broadcasters' audio standard -- it may be best for the networks, but not their viewers. He says the loudness of adver- tisements on all channels is still ridiculous''. He has championed the need for a New Zealand audio standard, one that the wider broadcasting industry is consulted on, and one where the public is provided with a mechanism to raise their concerns. Mr Feenstra says the loudness issue is symptomatic of a wider problem within the New Zealand broadcast industry. Technical inconsistencies and deficiencies are damaging attempts to sell programmes abroad, limiting the skill level of operators and delivering an inferior product to viewers. He wrote a white paper, Towards a world-class New Zea- land Broadcasting Industry'', last year and called on stakeholders to support the formation of a national audio standard through Standards New Zealand. But the major broadcasters had gone their own way. Mr Feenstra says there is no culture in the industry for improv- ing technical quality. The broadcasters have been guilty of not policing their own technical delivery requirements in the past -- if they had, audio volume would be consistent already. He says Dolby Laboratories created a device called an LM100, that measures apparent loudness, and many US network specifications have required its use for at least seven years. He believed the Labour Broad- cast Policy was a step in the right direction. I'm not in favour of regulation at government level but if the networks are not interested in it, thenmaybeit'sthebestway. . .I don't know if what these broadcasters do will be in the best interest of New Zealanders, but in the best interests of them. Should a small group of broadcasters arrive at decisions that affect all of New Zealand?'' Mr Ennis says TVNZ polices its policies quite tightly and its channels wouldn't appeal to viewers if they didn't. The role of the broadcaster is to treat everybody fairly; the broadcaster, the content providers, the viewers and the advertisers. Paul raises some very good points. But I think he is somewhat harsh on the industry. We have some excellent post-production houses here.'' He feels the New Zealand, Aust- ralia and United States audio standards are pretty well- aligned''. TVNZ is the first of the major broadcasters to implement the audio standard. Once Media- Works and Sky are also delivering it, there will be volume parity between the networks and well as between commercials and programmes. Roger Randle, the technology director for MediaWorks, says television viewers are absolutely right'' to expect audio consistency but introducing the standard is not a quick or simple process. It's difficult to do, [agreement on the standard] was only finished recently. It takes considerable resources and time.''
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