NAB 2014: Avid MediaCentral accentuates ‘Everywhere’ vision7 April 2014
As expected at NAB this week, Pro Tools developer Avid has made several key announcements around ‘Avid Everywhere’, its strategic vision for the media and entertainment industry revealed last year in Europe.
The company introduced its new Avid MediaCentral Platform and a set of modular application suites that “together represent the most open, integrated, and flexible media production and distribution environment in the industry”. The initiative will aid creation, production, distribution and rights management of assets through a centralised model. It was first presented to the market during IBC last September.
“The media industry is going through a period of unprecedented change and needs a leader to step forward with a clear vision for the future,” stated Avid president and CEO Louis Hernandez, Jr in Las Vegas (pictured). “Our Avid Everywhere vision uniquely solves the key issues facing the industry. By getting on the Avid MediaCentral Platform today, broadcast, video, and audio customers can strategically address both their current and future needs, with complete choice over how, when, and where they deploy and scale their solutions.”
The MediaCentral Platform is an open, extensible, and customisable “foundation” designed to streamline workflow, “from media creation to distribution and monetisation – with greater flexibility, choice, and security”.
Building on the Avid Everywhere strategic vision, Avid has reorganised its existing hardware and software products and introduced new solutions in three suites (Artist, Media and Storage) all built upon the MediaCentral Platform.
“With on-premises and cloud-enabled deployment options, as well as subscription, floating, and perpetual licensing, customers now have greater choice over how they use Avid solutions,” says the company.
Several product innovations and new technology previews at NAB 2014, including the Avid MediaCentral Connectivity toolkit, which sees Avid working with third-party developers and technology partners to integrate their tools and services into the MediaCentral Platform, “providing customers with a wealth of product and service choices that all work and communicate with each other seamlessly”.
Just ahead of the NAB show launch, Avid held its first Avid Connect event, the inaugural meeting of the Avid Customer Association, which saw over 1,000 broadcast, pro-video and pro-audio professionals and industry influencers gather in the Bellagio, Las Vegas to discuss current challenges and opportunities in the market.