Archetype International, Inc. Announces the Archetype Media Platform (AMP)

Media Management, Production, Analytics, and Playback on Windows Azure Platform

Archetype, an interactive solution provider, announced today the release of the Archetype Media Platform (AMP). AMP relies on Microsoft platforms, specifically Microsoft Silverlight, Microsoft .NET, and the Windows Azure platform, to create a dynamic and scalable experience.

AMP is a complete media management solution and includes a set of robust applications that enable users to upload, search, browse, select, and publish media to various formats, sizes, and platforms. The AMP system offers highly intuitive interfaces and can be deployed both commercially and in the enterprise.

Together, the AMP Manager, AMP Editor, AMP Portal, and AMP Analytics applications comprise the AMP system. AMP applications can be deployed individually or as an integrated system.

The AMP Portal offers end users an intuitive interface for discovering, viewing and sharing media of all types.

The AMP Manager is a media management and workflow application and allows users to upload, organize, tag, edit and select a given deployment path for a variety of media types.

The AMP Editor is a dynamic video editing solution used for creating, editing, and viewing multiple video compositions. The application combines more traditional video editing functionality with next generation editing functionality such as freeform dragging and dropping for video clip placement, stacking of multiple clips for timeline creation, and a filmstrip view that allows detailed in and out point editing on individual clips.

AMP Analytics provides users, such as business and marketing managers, detailed reporting on specific components of the AMP system. Information is presented in a highly visual manor and includes data relating to usage, ads and performance. Users can drill down into specific metrics and receive alerts and system updates.

The compatibility capabilities with the Windows Azure platform allows AMP to make real the notion of next generation media collaboration and management, and brings together a company’s entire media collection into a single, unified system. Windows Azure increases the scalability of the entire AMP system, enabling a virtually unlimited number of concurrent users, uploads, and encoding sessions to occur at any given time.

 “We are thrilled that Archetype has decided to utilize the Windows Azure platform to deliver its solution to customers,” said Doug Hauger, general manager of Windows Azure at Microsoft Corp. “The compatibility and scalability capabilities the Windows Azure platform offers will enable Archetype to seamlessly integrate its media management solution and applications into one efficient and unified experience for its customers.”

“Users may have hundreds, or even thousands of media assets uploaded to the system. In non-cloud- based solutions, server-side encoding performance can be hampered by the number of servers and bandwidth available. Utilizing the Windows Azure platform,- application tie-ins enhance the server side media encoding process by minimizing the upload and conversion video cue through distributing the entire process throughout the cloud.” - Danny Riddell, Chief Executive Officer, Archetype

“Customers know and trust Microsoft technologies and many of our existing customers already heavily use Microsoft products. The familiarity, integration, and timeframe that come with basing our solution on the Windows Azure platform are all big selling points for us and for our customers.”  - Mike Lucaccini, President, Archetype

By working with the Windows Azure platform, SQL Azure, and Silverlight teams and technologies, we are confident in our ability to provide our customers with stable, scalable, and high value experiences.” - Danny Riddell, Chief Executive Officer, Archetype