Avid’s President, Jeff Rosica, answers a few questions about Avid at the 2017 IBC show.
Q What are you showcasing at IBC this year?
A We’ve come full circle in our journey with the MediaCentral Platform – the industry’s most open, streamlined and efficient media platform – and we’re now starting a new chapter. We’re turning our attention to accelerating the pace of innovation as we’ve announced the move to the cloud and our strategic alliance with Microsoft. At this year’s show, Avid will unveil cloud innovations and demonstrate how media organizations can realize the benefits of cloud-based media production—from more efficiency and agility across the media value chain, to less complexity and lower costs.
Q Any particular themes you think will occur at the show?
A The cloud will be a major theme at this year’s show as media organizations look to capitalize on the efficiency, agility, flexibility, and scalability that the cloud facilitates.
Q What's "hot" right now that you think will make a big impact at the show?
A Two key areas are immersive experiences and the continuing rise of 4K. Sports broadcasts are increasingly employing virtual and augmented reality to make viewer experiences more immersive, while filmmakers are enhancing the cinema viewing experience with immersive audio. And with companies like Netflix and Amazon producing 4K content, this high-res media format is firmly taking hold. Another topic that will probably be a big topic this year will be content protection and system security as they’re more critical than ever, particularly as the industry embraces open platforms and cloud-based workflows.
Q Any specific events/booths you're excited to visit?
A I’m looking forward to seeing the IBC Future Reality Theatre. It will be interesting to hear about state-of-the- art concepts and innovations of the future.
Q How is your company reinventing itself at the show this year?
A Many of our latest innovations are about leveraging the cloud because extending media production to the cloud—in the way that best suits an organization’s unique operational realities—opens opportunities to both increase production capacity and ease the financial burden on content creation and distribution. The inaugural Avid Customer Association (ACA) Vote, which gave Avid’s customer community the unprecedented opportunity to directly influence Avid’s future offerings, revealed that the vast majority of media professionals (71.7%) are considering moving some part of their infrastructure or workflow to the cloud over the next two years—the most popular being remote access workflows (15.8%). However, just 4.8% are considering moving their entire infrastructure and workflow to the cloud. That’s why Avid is leading the media industry’s ability to migrate media production to the cloud—at their own pace and in the way that best suits their operational realities. We’re giving media organizations the complete flexibility to create, distribute, and monetize their content using the deployment type that works best for them—on premises, private data center, public cloud, or hybrid.
Q Where can people find more information about you?
A Visit the Avid website at www.avid.com or visit us at IBC – hall 7, stand J20.