Avid observations


An article by Michael Grotticelli on www.broadcastegineering.com reports how nonlinear editing pioneer Avid has in recent years managed to ward off the threat of players such as Apple and Adobe Systems and their price-friendly software to gain ground in the TV news, reality TV and long form programme sectors.

The article notes that CEO Gary Greenfield consolidated divisions within Avid to break away from the perception of being a proprietary system only. Avid now enables third-party technologies to seamlessly work with its products.

In July Avid sold its struggling consumer business such as the M-Audio brand.

Avid has also benefitted from the fact that Final Cut Pro’s most recent upgrade proved disappointing in the market place and Apple has discontinued producing its Xsan networking products.


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