Las Vegas, NV - Sony has formed an affiliation with SunUp Design Systems Inc. of San Jose, Calif., to implement and design advanced traffic control system, scheduling and resource management software for complex large-scale multichannel projects. SunUp is a software company that specializes in producing sophisticated software for multichannel broadcast operations. As mutually preferred suppliers, both companies will actively promote each others technologies. SunUp previously worked with Sony to design the software necessary for automation and program control of the DIRECTV facility in Castle Rock, Colorado.

Based on the successful result, Sony will work with SunUp to design the software for the recently announced multichannel transmission facilities ASkyB in California and DIRECTV Japan

"Working with SunUp allows us to combine Sony's strengths in the development of products for the broadcast industry, with their knowledge and experience in creating application-specific software that is custom made for multichannel control and operation," said Pete Ludé, vice president of Automation and Transmission Systems for Sony Electronics' Business and Professional Group. "We're excited to form an affiliation with a leading provider of broadcast software solutions."

The advanced traffic control, scheduling, and resource management that is supplied by SunUp, coupled with Sony's server technology, signal distribution, compression and SDDI networking, form a solid multichannel solution for broadcasters who require advanced broadcast control.

"Our alliance with Sony is a perfect match for Sony's advanced digital compression, networking, and file server technology," said Richard Levy, vice president of technology for SunUp Design Systems, Inc. "We believe the architecture of the future is based on deferred events-a central system that directs events to intelligent subsystems-Sony's architecture fits our needs like a glove."

The Sony / SunUp Multichannel Broadcast System will support various electronic program guides, encoder controllers, subscriber management systems and conditional access systems.

SunUp's software provides far more capability than other multichannel software packages on the market, allowing resource management and scheduling for up to hundreds of channels. When combined with Sony's advanced file servers, featuring the MPEG - 2 4:2:2 Profile @ Main Level compression algorithm, the result is instantaneous access and broadcast of material.

"The SunUp Traffic and Control System perfectly complements Sony's leadership in digital broadcast systems. By establishing business alliances with such innovators, Sony is able to provide best-of-breed turn-key solutions to our customers," added Ludé.

"When we first worked with Sony on the DirecTV Broadcast Center, we were aware that what we set out to do had never been done before, and there were few people who could be relied upon to pull all of the complexities together," said Levy. "We take an extreme amount of satisfaction in knowing that our engineering team worked to overcome a tremendous broadcast challenge, and are positive that more developments of this type will result as our work with Sony progresses."

Editor's Note: For more information on Sony products, readers can call 1-800-686-SONY.

For additional press information via fax, please call Sony Access at 1-800-SONY-022.
The Business and Professional Group of Sony Electronics is a leading U.S. supplier of video and audio equipment for the broadcast, production, business, industry, government, medical and education markets. Sony offers a wide array of products and systems for image capture, production and display. Sony also provides specialized equipment and systems for data recording, duplication, electronic photography/publishing, videoconferencing, high definition video, interactive and security applications.

SunUp is a leading supplier of software that enables content, service and operational workflow management for Broadcast, IPTV, DTH, Digital Cable, Mobile, and other content distribution networks. SunUp is unique in its ability to drive the entire content life cycle based on content Contracts that set up the business rules, rights, and policies that are adhered to in driving the content – from ingest through its repurposing and distribution to delivery platforms such as Microsoft Mediaroom. SunUp software also enables complete control of the Network Operation Center (NOC) combining advanced subsystem control with management of the business, content, and distribution processes in a cohesive integrated workflow.

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