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Wednesday, 13 May 2009 01:00

Pure West Posting

Written by  Loren Blake
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The concept of “editing for broadcast” is evolving as fast as our NLEs, and Director/Editor and Pure West CEO Juan Carlos Piñeiro-Escoriaza is leading his company into this new foray on the Web..

The concept of “editing for broadcast” is evolving as fast as our NLEs, and Director/Editor and Pure West CEO Juan Carlos Piñeiro-Escoriaza is leading his company into this new foray on the Web. Piñeiro-Escoriaza cuts at Pure West, a full-service film and web production studio in Astoria, New York, and he has worked on reality TV shows, such as “The Apprentice” and “The Contender.”

Piñeiro-Escoriaza recently helped Pure West produce and edit Second Skin, a documentary about hardcore online gamers that premiered to rave reviews at the SXSW Film Festival in March 2008. The project also earned the company a call from Vice Magazine's popular VBS.TV when, in conjunction with Dell, it was ready to start Motherboard, a new online channel for short tech documentaries. (The original idea was to do a story about Chinese gold farmers involved in Blizzard Entertainment’s World of Warcraft game. If you are not familiar with Massively Multiplayer Online Role-Playing Games, or MMORPGs, “gold farming” is a way for online players to acquire virtual gold offline to buy items to help them win the game.) This fortunate collaboration led to a whole series of videos, starting with a trilogy about Richard Garriott, the father of MMORPGs and the man Piñeiro-Escoriaza calls “most magical millionaire this side of Richard Branson.” And one of Piñeiro-Escoriaza’s next projects is about VirtuSphere, a human-sized hamster-ball virtual reality machine that is so cool you’ll have to check it out at www.virtusphere.com.

As an editor, Piñeiro-Escoriaza is a big fan of his Adobe Premiere Pro CS4 4.0.1 editing software, which he runs on an Alienware Intel Core 2 Duo E6700 platform with an NVIDIA GeForce 9800 GX2 video card. “I really like some of the new functions of Premiere Pro 4.0.1, especially its new import/export capabilities that let me send files to Pro Tools via OMF or to Avid systems with AAF, or import a Final Cut Pro project from an Apple system,” he says. “I hear there are some new features coming out in the next few months, and that is what keeps me loyal to the Premiere Pro software.”

Like most Premiere Pro editors, one of Piñeiro-Escoriaza’s favorite functions is Direct Link, which facilitates sharing files with other software packages. “If I am working in After Effects, I can drop that project file directly onto the Premiere Pro timeline without rendering,” he explains. “Then if I make further changes in After Effects, they automatically shows up in my editing system.”

Piñeiro-Escoriaza is convinced that the growing popularity of the Internet and online portals like VBS.TV is going to permanently change our understanding of “broadcasting.”

“If you look at the three-letter networks, we think sites like VBS are taking their cue from them,” he predicts. “VBS is going to be a cornerstone of our Web 2.0 lifestyle as this new medium provides us with a convergence of broadcasting and the Internet. Like us, it is geared toward a new generation that is attuned to content delivery through innovative technologies.”





Blizzard Entertainment’s World of Warcraft

Pure West

SXSW Film Festival


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