• Ortana Media Group

Introducing our new Senior Project Engineer: Izuddin Basri



We are very excited to welcome Izuddin Basri as our new Senior Project Engineer.


Izuddin is based in Kuala Lumpur, Malaysia and will be a key addition to our growing international team of highly talented engineers at Ortana Media Group!


Check out Ed’s interview on the Ortana Blog to learn more about his journey as well as his thoughts on the latest trends in media technology:



Hello Izuddin, and welcome to Ortana Media Group. Your career in the broadcast/media sector has spanned a number of years, could you tell us a little bit about your experience in the field?


Izuddin: I've been working in the industry for the past 13 years, 11 of them with Astro Malaysia and the remaining two with Silvertrak/Damsmart International. I consider myself lucky to have started my career with Astro at a time when they were migrating from analogue to digital transmission, as well as when they were just beginning to prepare to introduce HD channels and media asset management, so my engagement was from the very beginning.


From there, my role shifted more toward testing the systems that were intended for my department and ensuring that they functioned as expected. With Silvertrak/Damsmart, the focus was more on meeting the needs of the client in content operations, which included quality control, intake, digitisation, and restoration.


My current position with Ortana Media Group represents a great new step in my career in broadcast, and I’m really looking forward to being a part of such an incredible team of talented people.



Your technical experience is a great fit for an innovative company like Ortana. What was it about us that drew your attention?


Izuddin: The first time that I'd heard of Ortana was after the Iyuno-SDI announced they would be deploying Cubix throughout their global operation. I thought this was extremely impressive - the world's largest localisation company was using Ortana’s product.


I see Ortana's products as more all-encompassing and not limited to just broadcast alone, which means it has virtually endless potential in many types of business.


That’s what really interests me, the diverse applications I could be working on, so I knew I wanted to be part of the team!



We’ve seen the broadcast technology sector evolve at a very fast pace over the last few years. Which recent innovations, in your opinion, are critical for media companies to remain competitive?


Izuddin: For the past five years, we have clearly seen a shift from traditional broadcast to streaming, on-premises storage to cloud storage, satellite signal to IP transmission, and an increase in the use of artificial intelligence.


In my mind it’s critical for any media company to remain relevant is for its technology investment to keep up with the latest industry trends, or else they risk being left out and becoming obsolete, inefficient and uncompetitive. Media companies must also ensure they invest in products and solutions that are capable of remaining up to date and based on the most recent technology.


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