Avid Redevelops, Relaunches Media Composer

Avid CEO Jeff Rosica discusses the importance of reinvention in a fast-paced media landscape.

In keeping with Avid’s new product development strategy — explained by CEO Jeff Rosica as “rethink, reinvent, repeat” — the company debuted a reimagined Media Composer editing system.

Because the industry demands that Avid continue to “develop disruptive innovations,” Rosica said, the company’s product launches, including Media Composer 2019, emphasize “collaboration without complexity.” Announced products include Avid NEXIS | Cloudspaces, a SaaS storage offering that uses Microsoft Azure to “bring the power of the cloud to Avid NEXIS,” according to Dana Ruzicka, Avid’s chief product officer and senior vice president.

Other product announcements included upgrades to Avid’s news production and graphics systems, as well as live and studio sound hardware and software.

Featuring a new user interface, the new Media Composer offers distributed processing, finishing and delivering capabilities, all managed by the Avid Media Engine. Enhanced workflows allow users to create and deliver content with editing, effects, color, audio and finishing tools within Media Composer, while Media Composer | Enterprise provides a customizable toolset for a range of roles within the post process, enhancing collaboration across larger organizations.