PRESS RELEASE FROM JOHN SHARAF PHOTOGRAPHY

ONE STOP HIGH DEFINITION SOURCE

John Sharaf Photography has added 720P capability to its current 1080i facility to provide all the standardized progressive and interlaced High Definition broadcast formats and cinema style 24p High Definition photography.

For more than a year, John Sharaf Photography has provided its Sony HDW-F900 Cine Alta camera package to such clients as Discovery HD, Delicious Vinyl Records, Calliope Films, Norman Seeff Productions, Parrhesia Pictures and many others both packaged with creative photographic services and as dry hire rentals.

In some cases, the product has been broadcast in High Definition, in others reduced to Standard Definition and still others for "film out" and projection in movie theaters. The 1080/24p format has proved to be very worthy for all these purposes and others because this camera has a total of eight frame rates for many different purposes.

But some broadcast clients, such as ABC and Fox have chosen 720p as their High Definition standard, so John Sharaf Photography has just added the Panasonic HDC-27F "Varicam" to its camera fleet to accommodate any need.

This 720p HD camera has the additional capability of over or undercranking from 4-60 frames per second for visual effects that only a film camera could accomplish before. It is this capability that has inspired sports media producers such as NBA Films, ESPN, MLB Productions and the Golf Channel to select this format; and this cameras superior color sampling (4:2:2) and 24p capability have found broad acceptance in commercial and feature film production as well.

To support both cameras, John Sharaf Photography has built a production infrastructure including standard and wide angle Canon HD lenses, remote camera CCU’s, Sony HD multiformat monitoring, Astro HD LCD monitor, Miranda converter, Leader test set, Chroszeil matte box and follow focus and a custom HD production cart (fondly known as R2D2) to facilitate setup and engineering.

Finally, a Telecast Copperhead "Cine" cable system is offered to facilitate remote operation and monitoring on the HD set. Composed of a base station that resides in the rolling HD rack, 500’ of Tac2 fiber optic cable on a reel and/or 150’ of SMPTE hybrid cable (which also supplies camera power), this system minimizes the cable "mess" inherent in HD production and can save a significant amount of time in moving from setup to setup. Furthermore this system is available for use with Standard Definition cameras where extended cable runs are required. All HD and NTSC video, audio, camera control, intercom, power and related signals are carried in both directions over a very thin, supple and indestructible fiber cable up to 2km in length.

As always, John Sharaf Photography continues to supplement their camera packages with complete audio, grip and lighting (tungsten, HMI and Kino Flo) equipment aboard a 19000 lbs. Freightliner truck with leveling liftgate and Backstage Studio Equipment carts for nimble setup and wrap. Many skilled camera, audio, video and lighting technicians who are familiar with the package are always available on call.

As television, video and film producers embark into this new territory of HDproduction, there are obviously many questions about the different formats and workflow that need answers. John Sharaf Photography stands ready to assist you in any possible permutation of your High Definition solution. Give us a call or email today to discuss your HD project or to arrange a demonstration!


JOHN SHARAF PHOTOGRAPHY