FilmLight Appoints Fred Medina as V.P. of Sales for the (U.S.) West Coast

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London.-- As part of its current effort to support its growing position in the U.S. advertising market, FilmLight has appointed Fred Medina to the post of Vice President of West Coast Sales. Medina, who arrives from a similar position with Antics Technologies, will oversee sales for FilmLight's entire product line, which includes film scanning, colour grading and colour management systems. His scope will include all market sectors, including film and television post production, but he will focus in particular on post production facilities engaged in producing commercials as FilmLight continues to capitalize on the industry's transition to non-linear technologies. FilmLight Director of Sales Mike Grieve said that a large part of Medina's role is educational. "For companies that do advertising work, the switch to non-linear colour grading technology is a huge change. It means altering the way they have worked for 15 or 20 years," Grieve said. "In Fred, we have found someone with an extremely good technical background who will help companies navigate this change and be a strong advocate for our message. We are very pleased to bring him on board." Medina served as Vice President of Sales and Business Development for Antics Technologies since 2003 and oversaw the launch of its pre-visualization software in the United States. Previously, he served as Executive Director of Boeing's Digital Cinema unit, which operated the first distribution network for digital cinema, with clients that included Miramax and Disney. Also at Boeing, he managed engineering and marketing for a satellite distribution network for the company's Space and Communications division. Non-linear colour grading systems, most notably FilmLight's Baselight, have begun to supplant the hardware colour correctors that have been fixtures in commercial post production houses for several decades. Non-linear systems have numerous advantages including a more robust and flexible toolset, the ability to grade imagery in cut order, and their support for collaborative workflows. FilmLight engineers have recently made great strides in improving the system speed and performance of Baselight so that it now exceeds even the most powerful hardware systems. As a result of such improvements in technology, post houses have begun to migrate to this new way of finishing spots. Earlier this year, Nice Shoes, one of New York's top post houses for commercial work, invested more than $3 million in FilmLight technology as part of its switch to a fully non-linear workflow. According to Medina, FilmLight has established itself as the clear leader in the transition to non-linear. "We are still on the cusp of this digital revolution," Medina said. "FilmLight has demonstrated a great instinct for where the industry's workflows are heading. Its vision is very compelling." About FilmLight FilmLight is a manufacturer of film scanning, colour grading and colour management systems that are helping to transform film and video post production and setting new standards for quality, reliability and performance. The company's products are in use every day by leading post production facilities around the globe as essential components in their digital intermediate, commercials and video production pipelines. Fuelled by some of the industry's brightest minds, FilmLight is committed to delivering innovative tools that allow creative professionals to work at the forefront of the digital media revolution. Founded in 2001, FilmLight is headquartered in London, where its research, design and manufacturing operations are centred. Sales and support are conducted through regional service centres located in London, Los Angeles, Chicago, Sydney, Auckland and Singapore, and through qualified partners worldwide. For more information visit

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