The Pavement, the award-winning London-based creative studio - is the first Blu-ray/DVD authoring facility in the UK to license ZOO Digital's ICE software, for the creation of iTunes Extras and iTunes LPs.

ICE, (Interactive Content Editor), is designed to allow movie and music producers to create enhanced iTunes movies and albums in the form of iTunes Extras and iTunes LP that often use assets designed for other media. This could include DVD/BD packaging, album cover art or CD-audio packaging. Content such as still images, music videos, director?s commentary, deleted scenes, album credits and lyrics are repurposed and used to produce an engaging, content-rich product.

ICE eliminates time-consuming hand programming in creating the html and xml, while also automating the production of all the images by generating constituent images for buttons, backgrounds, etc, from the PSDs.

"ICE is an intuitive piece of kit that has been well thought out and is improving all the time. Its robust code means it cannot output a sub-standard product so we know with certainty that anything we deliver to Apple will pass first time," said Andy Evans, MD of The Pavement.

"ICE can efficiently produce the same features and effects found in almost all of today?s iTunes Extras and iTunes LP titles in a matter of minutes. Automated creation of language versions are also a feature," says Julian Day, Business Development for ZOO in UK & Europe.

"The Pavement has always had a strong reputation of leading the field in design and innovation within the home entertainment business. Their decision to adopt ICE means they can offer clients a full package of deliverables under one roof; DVD, BD and iTunes Extras are all now available from one leading facility," he added.

Story filed 17.04.12