Interview with Alan Hoff, VP Market Solutions at Avid

Interview with Alan Hoff, VP Market Solutions at Avid
Published: 3 May 2018 - 10:36 a.m.
By: Pranav Vadehra

Digital Studio: What products did Avid focus on at NAB show 2018?

Avid showcased a wave of innovative tools, apps, services, and solutions at NAB show. Extending the benefits of MediaCentral, Avid has expanded its comprehensive product offerings with ground-breaking advancements for creative and aspiring professionals, production teams and media enterprises across news, sports, live production and post production.

Avid unveiled the Avid | On Demand SaaS platform, which enables organizations to conveniently deploy the capabilities they need on a per-project basis with optimal elasticity and efficiency. Avid | On Demand also includes Avid | AI ─ a new suite of Avid and third-party capabilities that automate content indexing, such as closed captioning verification, language detection, facial recognition, scene detection, and speech-to-text conversion.

At NAB, we showcased our expanded Creative Tools Family, which provides access to Avid’s iconic Media Composer and other software for creative individuals at any stage of their career and teams of any size. Media Composer | Ultimate empowers creative teams with access to Avid’s unparalleled collaborative capabilities, adds support for shared storage, and includes game-changing tools like Media Composer | ScriptSync Option and Media Composer | PhraseFind Option to accelerate the editing process and make the most of every spoken word in a project.

Alongside these innovative solutions, Avid introduced Avid NEXIS | E5 NL, a nearline storage solution designed for customers to seamlessly and efficiently manage media across all their online, nearline and archive storage resources.

DS: Which are the most important issues facing your clients?

The media landscape has undergone transformative change in recent years. Media organisations have been forced to adapt to the rapid digitisation of the media value chain and along with it, faced new audience control and operational challenges. The media environment’s fast-paced and unpredictable nature adds pressure to organisations to both maintain relevance in the marketplace with the latest production systems and deliver content that is immersive, dynamic and relevant.

Recently, we’ve seen more and more media organisations of diverse sizes use cloud technology as part of an effort to gain control and efficiencies across all aspects of production – whether on-premises or remotely. Through cloud workflows, production teams have new opportunities to collaborate, share and deliver content. This streamlines external and internal operations – ensuring teams can plan, develop, deploy, and measure content across the entire viewing and listening spectrum and to all devices. Cloud workflows are allowing companies to make the most of new monetization and distribution capabilities as they connect with their audiences in more powerful, memorable, and profitable ways. All of this is achieved at scale while offering the simplicity and ease-of-use vital to inherently complex productions.

DS: How important is the NAB show for Avid?

As one of the biggest industry trade shows all year, NAB is certainly significant. The show is the ideal platform to showcase the innovations that help advance workflows across the media and entertainment sector. Each year, Avid demonstrates its comprehensive range of products for pro audio, broadcast, and pro video professionals and companies.

NAB allows customers to digest the vast amount of systems available, meet with leading developers to deep dive into their respective technologies, and choose new solutions with confidence. Placing attendees at the forefront of these innovations, NAB lets customers engage with ground-breaking products and meet with experts to discover the best solution for their production environment, however unique and specialised.

At the same time, Avid Connect, the annual gathering of the Avid Customer Association just prior to NAB, gives us the opportunity to have a direct dialog with our valued customers and prepare for the year ahead while encouraging an open exchange of ideas among industry professionals.

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