Gavin Starks
d::gen

 

networking in a digital generation
Gavin Starks

1999 - 2003
  

TORNADO: A BRIEF HISTORY

“Combine the intelligence of the Internet with the power of Broadcasting”.

Tornado was an innovative company, founded in 1999 by Gavin Starks. Combining exceptional technical and creative skills in a unique way, Tornado helped define some of common 'formats' now seen in internet broadcasting (webcasting) all over the world. Tornado was aquired by Servecast in 2003. Servecast was acquired by Level3 in 2007 for £22m in cash.

 

 

Some illustrative Tornado projects are shown below

 

Overview

  
 

Tornado provided services for a very diverse range of clients, including;

    • Emap Plc (streaming Kiss100 and 13 other regional radio stations in the UK)
    • Christian Aid (enabling global reporters to publish video easily)
    • Rolls Royce (facilitating internal communications and masterclasses)
    • The Royal National Institute for the Blind (utilising voice recognition to make searchable archives)
    • Merrill Lynch (consulting on communications strategies)
    • Cisco Systems (producing global video webcasts)
    • Glastonbury (broadband webcasting from the Festival to 360,000 viewers)

Tornado always broke new ground in combining design and technology into usable communication. It provided real solutions to its clients, won business from companies 100x its size, and kept them.

Yahoo! commented at the time, “Yahoo! has found Tornado's services to be top-notch. Tornado is a professional, experienced entity and a valued partner”. Emap Plc said, “I would recommend them to anyone undertaking a project involving streaming media of any size”. Loral Cyberstar commented, “Tornado processes, staff, technology and above all customer focus all operate at the highest level”.

Tornado raised £750K in Venture Capital in Y2000, grew its revenue year on year by >50% and was sold to Servecast Ltd in Y2003 having carried out hundreds of webcasts, development and production projects.

Tornado's branding also won D&AD recognition as "Best of British Design".

 
     
  attheraces: commission to create brand identity.  

attheraces was a £300m venture between Channel Four, Sky Sports and Arena Leisure. With the remit to address "all platforms" (including TV, print, PDAs, mobiles and the web), Tornado created all its visual branding materials. The brand mark, above, won D&AD recognition for "Best of British Design".

David Brook Director of Strategy and Development Channel Four commented, “Tornado's understanding of the brand we are creating was way ahead of the competition. We have built up an excellent working relationship in a short space of time and have created a truly original and compelling identity which will help to move the sport of racing forward across the globe.”

     
  BTopenworld: commission to launch BTopenworld.  
The brief was to "demonstrate the potential of broadband". Tornado branded, designed, filmed, edited, coded and delivered an interactive music fanzine, codenamed: "Zinestream".
     
  LogicaCMG: merger announcement  
Having webcast CMG's AGM and interim's, Tornado was the chosen provider for their merger announcement. Tornado provided the end-to-end solution including design, staging, sound, lighting, filming, satellite links, webcast production, streaming hosting, website creation and registration management.
     
  Tate Modern: commission to create an innovative, interactive media experience  

A method of presenting and cross-linking of hundereds of hours of interview footage. Tornado created the format, added bleeding-edge voice-recognition natural language search, designed and built the solution.

Honor Harger Webcast Curator Tate Modern commented, “Tornado’s combination of technical and design expertise is exceptional.”

     
  Royal Dutch/Shell Group of Companies: ongoing commission for webcasts  
The Annual General Meeting webcast, linking mutliple territories, satellite feeds, phone-in and live audience questions. The even attracted a broad range of viewers from investors and shareholders to the general public.
     
  Number10: Prime Minister's Question Time  
Working closely with Westminster Digital, Tornado provided webcast hosting, delivery and reporting for Number 10 during critical announcements, including the Iraq war announcement.
     
  Penguin: commission for Nick Hornby  
Tornado created an interactive format, filmed, designed, built and delivered an innovative offering for marketing books, including defining a business model to support ongoing production.