Agency Taps Fiber Optics For Editing

By Kathy Tyrer





LOS ANGELES–A group of agency and post-production executives are encouraging their peers to apply fiberoptic editing technology to commercial production.





Executives from Team One Advertising, Hollywood Digital and Pacific Bell met recently at Team One’s El Segundo, Calif., headquarters to show Pac Bell’s technology to representatives of other shops.





Through the installation of fiber optic lines, Pac Bell’s technology allows agencies to receive audio and video in real time from editorial houses. Agency executives who have used the technology say that while it is still expensive, it is a cost-efficient alternative to having employees travel between their agencies and editorial houses when completing an ad.





The impact of the technology is limited by the small number of ad shops and production houses using it.





Team One is believed to be the only major agency in the Los Angeles area signed on to Pac Bell’s service.