SIGGRAPH: PC Vendors Reveal New Focus on Media and Entertainment

By Rob Scott
August 13, 2012

PC makers Dell, HP and Lenovo touted products and initiatives last week at the SIGGRAPH conference that target media and entertainment.
“The PC system vendors are absolutely getting more aggressive in the media and entertainment space,” notes NVIDIA exec Greg Estes. “They perceive there is an opening with some of the latest decisions Apple has made.”
HP has teamed with Adobe and Red to launch the Z820 Red Edition desktop workstation, “a customized version of the HP Z820 that comes ready for production with a Red Rocket accelerator card and two Red SSD card readers,” details Carolyn Giardina in The Hollywood Reporter.
“We are not aiming to get away from Mac,” explains Red exec Ted Schilowitz. “But it’s pretty obvious that Apple’s focus is in the mobile computing world. [Filmmakers] drive a lot of data. Mac is viable, but if want the most horsepower, you are now looking at HP.”
Dell announced a new advisory board comprised of industry professionals that use Apple’s Final Cut editing software. “According to Scott Hamilton, Dell’s vertical market strategist for workstations, some of the company’s advisors have stated discontent with Final Cut Pro X and Apple’s workstations,” notes Giardina.
Lenovo showcased its latest ThinkPad and ThinkStation technology at the conference. The company has plans to certify its technology for media tools including Avid Media Composer and Adobe CS6, according to the article.

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