Mac OS X Server is generating great interest at London's New Media Show.

Show exhibitor 21st Century Communications revealed how Apple's server solution is coming into its own. The company's chief software engineer Sumit Rai said: "OS X Server is Apple’s new focus. It has previously been plumping for Mac OS X, the iPod, and the new iMac, and hasn’t pushed OS X Server so far. However, all this is changing."

21st Century Communications is an Apple Solutions Expert href="http://www.macworld.co.uk/news/main_news_search.cfm?NewsID=4393"
target="_blank">(ASE)
. The ASE scheme connects corporations, small and medium-sized businesses, schools, and universities with experts who assist in purchasing, installing, learning, and supporting Apple-based solutions.

"ASEs are seen as the ideal way of marketing the server solution," added Rai.

Seeing is believing OS X Server generated a lot of interest at the company's stand, reveals Rai: “People aren’t going to just buy a server off a Web site. Selling it as part of a solution through ASEs is the way forward. Our product, Video Presenter, is a good tie between QuickTime Streaming Server, Final Cut Pro, and OS X Server.

“The reason we use OS X Server is that it has everything we need to deploy a solution easily.”

The company also demoed its video-content management solution, Video Presenter. This can be added on to streaming and Web servers, can upload video clips onto systems, and deploy them as raw-video, or place them into HTML or SMIL templates.

The New Media Show runs from April 24-25 at the Business Design Centre in Islington, London.