Avid unveils new ?Everywhere? product strategy

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Avid unveils new Everywhere product strategy --

Thu, 08 May 2014 10:46

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Post-production technology company, Avid, recently unveiled the product strategy and first set of solutions designed to deliver on the promise of its Avid Everywhere vision, which the company describes as its vision for the future of the media industry . At a presentation given by Avid CEO Louis Hernandez jr, products were unveiled that are intended to streamline workflows and enhance collaboration; to better create, manage, distribute and monetise content; and increase flexibility and security. Hernandez described the new strategy as the most profound, sweeping, strategic product vision since our inception: one single, integrated, global platform, one shared, extensible, open and customisable framework, totally integrated. This means the entire workflow becomes interoperable, it becomes connected, and it becomes secure.

Avid developed the Everywhere strategy to meet the pressures being exerted on the media industry as a result of rapid change to virtually every part of the media industry value chain. Three key pain points were identified by the company: the accelerated digitization of the media value chain, the consumerisation of content creation and distribution and the relentless pressure for operational efficiency.

Central to Avid Everywhere is the Avid MediaCentral platform, a common services platform providing the underlying media services, connectivity, orchestration, and administrative capabilities to support the entire media value chain. Built on this are three modular application suites: the Artist, Media and Storage suites. The Artist suite is the truly creative part of the package, complete with all of Avid s video and audio editing, mixing and live production tool. The Media suite allows users to manage, distribute and repurpose media assets, complete with the capacity for metadata tagging, which Avid regards as essential to the realization of full asset potential across the value chain. The Storage suite provides solutions for highly optimised ingest, play-out and production storage.

Avid Everywhere is designed to keep the company and its users ahead of trends as the media world continues to shift. With Avid still a leading choice among producers of media content, the new platforms it offers ought to have a marked impact on creative and technical practice in the industry.

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