Jared Ivy of Sigma | Interview snippets from NAB BuZZ 2019 podcasts with Larry Jordan

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Larry Jordan: And welcome back to day two of the NAB Show. This is Larry Jordan talking with Jared Ivy. He's the senior technical representative of Sigma Corporation of America. Welcome, Jared. Thanks for being here.

Jared Ivy: Thanks, Larry. Thanks for having me.

Larry Jordan: Sitting on my table are some of the most spectacularly beautiful black aluminum and glass objects I have ever seen. They are works of art and they are Sigma lenses. What are these, Jared? They are gorgeous.

Jared Ivy: So I have two of our most popular lines, our art series of still lenses, and I think the ones that you're commenting about are our cine lenses.

Larry Jordan: The cine lenses are just beautiful. They have little picket fences around them, so I can't touch them, with barbed wire across the top because you want to make sure that only qualified people able toÔøΩ They are lovely. Tell me about the cine lenses.

Jared Ivy: So the cine lens, we really have to kind of go back a little bit in history. You know, Sigma's been making optics for almost 60 years, all on the still side. In 2012, Sigma decided that they wanted to kind of reengineer their entire line of lenses and come out with being able to produce the highest quality optics that they could but still keeping them at a reasonable price. You know, for many years, Sigma had made some very nice lenses but were always kind of known more as a value brand than a quality brand. So 2012, they wanted to change that and they did so very, very successfully. You know, we came out with a new line of lenses, called the Global Vision line of lenses. There were three categoriesÔøΩ Contemporary, Sports, and ArtÔøΩ and the Art series really kind of became a brand all on its own.

To read and hear more of this 2019 NAB BuZZ podcast, go to the Simon Says media player here.

Note: all podcast content, including the transcripts, are owned by and are the copyright of Digital Production BuZZ.

About Larry Jordan/Digital Production BuZZ

Larry Jordan is a 50-year veteran of media. Throughout his career, he has edited, produced, and directed at the local and network TV levels, and he's done extensive work with corporate training videos. He started his namesake website,, in 2003 and began using his extensive industry knowledge to educate current and aspiring media professionals. He has authored nine books and thousands of how-to articles on both production and post-production.

Digital Production BuZZ is a weekly podcast that focuses on the latest trends and advancements in media technology and also shines a light on the industry's leading innovators.

To learn more about Digital Production BuZZ and Larry Jordan, head here.

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