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NEWS CAPTURE & PRODUCE by Will Strauss “ You cannot fault the efforts of the marketing people at AJA. Not only do they arguably throw the biggest and best parties at trade shows, they really know how to get their products noticed. Yes, even after many years of making and selling connectors, interfaces and video cards, you could argue there is still some confusion about how you actually say AJA – is it A-Jay-A or Arjah? – but the new 4K CION camera, unveiled in 2014, is an interesting case in point. Pretty much everyone has heard of it, even if they haven’t used it. That takes some doing. As the firm’s first leap into the ultra competitive world of cameras it probably needed a fair bit of publicity at launch. This summer the noise has gone up another notch. Fresh from a huge price cut, the company’s TryCION initiative, first launched in North America, is now coming to these shores. It is a simple idea. Qualifying applicants will be given the chance to borrow a CION camera and accompanying accessories and try it out first hand in a production environment. AJA is not the first company to lend new kit to users, obviously, but it is one of the first to be so brazen about it. While it seems fairly logical – most people wouldn’t buy a new car without giving it a test drive first – it is a brave step. That new car is generally tested under the watchful eye of the salesperson. You don’t get to rag it around the countryside or fight the daily commute traffic to work before deciding what you think of it. With a camera, on location, all sorts of things could happen (and usually do). Which means the CION will be laid bare - warts and all - before experienced camera people with no vested interest and a deadline to hit. And they are far from the most forgiving of folk. “ All we can assume is that AJA must be very confident that the camera does what it promises. And if it does, that will make all that marketing effort worthwhile. Newsgathering LiveU’s LU200 transmitter that turns any camera into a mobile live streaming device will be on display during IBC (Stand 3.B62). The small two-modem bonded field unit is being shown alongside the LU500 lightweight backpack transmitter. Both the LU200 and the LU500 were used by Sky News in the UK for coverage of this year’s parliamentary General Election. Sky is not the only broadcaster to use cellular bonding newsgathering technology from LiveU during election coverage in recent times. In 2014 it was used during the Indian and Sri Lankan general elections. It was also deployed to cover the 2015 Greek election.  www.liveu.tv 06 | KITPLUS - THE TV-BAY MAGAZINE: ISSUE 104 AUGUST 2015