Atomos appeals to masses with launch of Apple ProRes RAW from Nikon cameras

Atomos ASX AMS Apple ProRes RAW Nikon camera
The latest development with Nikon will give content creators the same quality and flexibility in video that they would expect from RAW photos.

In a bid to further push into the rapidly growing social segment of the video market, Atomos (ASX: AMS) has launched ProRes RAW capturing for selected Nikon cameras.

Fresh from its recent ASX debut, the global video technology company has unveiled ProRes RAW recording from Nikon full frame mirrorless cameras, via its Ninja V monitor recorder.

Apple ProRes RAW recording had previously only been available through Atomos’ Shogun and Sumo product range.

Nikon’s Z 6 and Z 7 cameras are the first to offer RAW video output over HDMI.

According to Atomos, capturing Apple ProRes RAW video with the Ninja V enables “professional-level” control and quality of the video image.

Atomos chief financial officer James Cody told Small Caps HDMI is the dominant data output format on lower priced cameras, and up until this announcement, it hadn’t been possible to pass RAW files across HDMI.

“Previously those RAW formats have only been able to be transferred via an SDI cable which is typically attached to higher priced cameras,” he said.

“Our highest volume monitor recorder is HDMI, so for Atomos, it increases functionality of the Ninja V significantly and therefore the capability of lower priced cameras which plays well to one of our key growth areas, the social segment of the market,” he said.

In addition to launching Apple ProRes RAW on Ninja V, Atomos and Nikon have unveiled a filmmaker’s kit comprising the full-frame Nikon Z 6 camera, paired with Atomos’ Ninja V monitor/recorder and other accessories.

Atomos said the kit, which will be available in the US at the end of January, has all the necessities needed to undertake professional video shooting at an affordable price.

The Ninja V is one of Atomos’ seven core devices; however, the company is planning to double its product line over the next 12-24 months.

ProRes RAW launch targets social segment

Atomos’ latest development with Nikon is in line with the company’s push into the growing social segment of the video market.

Social refers to content creators including consumers, prosumers and low-end professionals who create and share content on platforms such as Instagram, Facebook, Twitch and YouTube.

The Melbourne-headquartered company, which has offices in the US, Japan, China, UK and Germany, is targeting the burgeoning video content creation market as part of its growth strategy, having spent many years investing in silicon and software technology development.

Forecast revenue for the 2019 financial year stands at $42.2 million at a projected gross margin of 47%.

Shares in Atomos leapt 8.5% to $0.70.

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