Avid® announced that Fenerbahçe Sports Club, the Turkish multi-sports organisation, has made the transition from SD to HD production with an end-to-end sports production workflow based on the Avid MediaCentral® Platform. The optimized HD workflow provides the opportunity for greater creativity and efficiency, as well as offering significant cost savings through a streamlined media production infrastructure. The club began broadcasting sports content on its own satellite TV channel, Fenerbahçe TV, in 2004. What started as a small operation producing a few hours of content each week has since increased its output to a daily range of rich content for both TV and the web, including highlights packages, player interviews and match analyses. As the volume of media production significantly increased, the original production system became insufficient to meet today’s standards and content demands. Recently the club decided that the time was right to move from SD to HD production, which meant overhauling the entire infrastructure. The workflow also includes Maestro™ for stunning on-air graphics to keep viewers tuned in, and PlayMaker™ for slow-motion replay and quick media highlights creation. Avid centralized shared storage enables real-time editorial collaboration, while Fenerbahçe is also using Blend channel in a box for playback and real time branded graphics creation.