IBC2015: What to Expect from Avid
Join Avid in Amsterdam as they mark their first IBC alongside Orad Hi-Tec Systems. Dana Ruzicka, Senior VP, and Chief Product Officer, of Avid gives a little bit of inside information behind what to expect from Avid at this year's event.
1) Why should attendees visit your booth at the show & what can they expect to see? Do you have a specific product you are showcasing this year? (If so, please give us details.)
At IBC, Avid will showcase solutions powered by the Avid MediaCentral Platform, including the content creation and media management solutions we gained through our acquisition of Orad. These integrated solutions enable media organizations to align their creative and business teams to act as one, and produce, manage, deliver, and monetize media more efficiently and powerfully than ever. With Avid Everywhere, we’re addressing the most urgent media industry needs by providing powerful and efficient ways of working within the new media value chain.
2) Any tech trends you see on the horizon?
As media organizations face relentless pressure to achieve cost and operational efficiencies, they’re increasingly looking to the cloud to help them succeed. The ability to connect and collaborate from anywhere in the world is proving to be one of the biggest benefits of cloud-based workflows. Just as consumers are no longer constrained by how and when they consume content, media professionals are no longer limited to working within the walls of their physical facility. The cloud enables media professionals to create, share, optimize, monetize and distribute, regardless of location, enabling new kinds of collaboration across broadcast, film and music production.
Avid’s offers a number of innovative solutions for cloud-based production powered by the MediaCentral Platform, including Avid MediaCentral | UX, Avid Media Composer | Cloud, and Avid Cloud Collaboration for Pro Tools. These creative tools enable facilities to boost operational efficiencies and productivity.
3) What are your thoughts on 4K? Pro? Cons? Overrated?
The most significant benefit of acquiring high-resolution imagery is the increased flexibility and control achieved in post-production. With its higher frame rates, wider color gamuts, and increased dynamic range, 4K represents a substantial next step in the evolution of digital media.
With Avid Resolution Independence, customers have the freedom of choice and unmatched flexibility to work the way they want with 4K media and other high-res formats. Powered by the MediaCentral Platform’s underlying shared media services, connectivity and orchestration capabilities, and leveraging the new Avid DNxHR codec, it enables professionals to fluidly shift between native and proxy media. Whether on premises or in the cloud, the workflow enables customers to ingest, store, orchestrate, edit, secure, analyze, and distribute SD, HD, 4K media and beyond within their existing infrastructure. Media Composer | Software is the first product to leverage the Avid Resolution Independence architecture.
At NAB this year we launched Avid Artist | DNxIO, a hardware interface designed to accelerate high-resolution video production. Combined with Media Composer, it delivers best-in-class high-res video ingest, editing, monitoring, and output, giving video professionals the flexible, open, and integrated creative tools they need to efficiently create the highest-quality media. Because it’s built on the MediaCentral Platform, it’s compatible with any Avid Artist Suite solutions and many third-party creative tools, including Blackmagic Resolve, Apple Final Cut Pro, Adobe Premiere Pro, and more.
4) Are there any specific events/exhibitors you can't wait to see at the show? If so, which ones?
We’re very excited about the guest presentations at the Avid booth: On Saturday, September 12 at 2:30pm CEST and Monday, September 14 at 12pm CEST, Barney Pilling, a three-time BAFTA® Award nominee and 2015 Academy Award nominee, will share his experience of working on Wes Anderson’s The Grand Budapest Hotel. He’ll give an insider’s look behind the scenes as he demonstrates his creative techniques and workflows using Avid Media Composer.
On Saturday, September 12 at 12pm CEST, James Mather, an Emmy® Award-winning sound editor, will reveal how he used Avid Artist Suite audio solutions to help create the sounds that transport audiences into the thrilling world of Mission: Impossible – Rogue Nation.
We’re thrilled to have these talented film professionals speak at our booth about how they’ve embraced Avid Everywhere.
Avid Chairman, President and CEO Louis Hernandez, Jr. will reveal news that builds on the next phase of Avid Everywhere, including developments around the integration of Orad solutions into the Avid MediaCentral Platform.
Here are all the details:When: 11.30am—12.30pm
Friday, September 11, 2015
Where: RAI Amsterdam
Avid booth, Hall 7, J20
Please let us know if you can make it. RSVP to:
Amy Paladino: amy.paladino@avid.com
Sara Griggs: sara.griggs@avid.com
Or Red Lorry Yellow Lorry (Avid’s PR agency): avid@rlyl.com
