Avid introduces new products to the UAE
Published: MEA
UAE: In an exclusive launch hosted by Avid and its distribution partner MediaCast, Avid’s Media Composer 6, Pro Tools 10 and Pro Tools|HDX were officially introduced to the UAE at the Radisson Blu Hotel in Dubai.
‘Attendees were telling us that this is a different Avid than before, and that they liked what they saw,’ said Veronika Lode, field marketing manager for emerging markets at Avid. ‘Avid has listened, and is developing its products in accordance with the needs of the industry.’
The event started with a presentation conducted by Avid application specialist Øystein Riise Næss, who gave an overview of Avid Media Composer, followed by audio sales manager Nadiyam Ravisankar, who spoke about Pro Tools 10 and Pro Tools|HDX. After this, the 100 attendees, which comprised of audio engineers, sound technicians, editors, broadcast engineers and production managers, were invited to participate in a question and answer session.
‘There were several “wow” moments during the event, not only for the new Media Composer 6 editing software, but for the new Pro Tools 10 software and Pro Tools|HDX as well,’ enthused Ms Lode. ‘Audio engineers liked the advanced editing capabilities, support for mixed file formats, and improved network storage performance, as well as the unmatched scalable power and the massive mixing and processing headroom offered by the new HDX hardware.’
Video editors in attendance were said to be particularly impressed with the open I/O, which is designed to make it easier for them to work in a creative workflow they feel comfortable with. 'They can now step up to Avid Media Composer from another system without the need to invest into new hardware,’ Ms Lode explained.
‘Avid is constantly developing its diverse product lines to meet the needs of the broadest range of professional workflows to help professionals to be creative and successful in their job,’ continued Ms Lode. ‘Looking at our editing solution for example, Media Composer 6 is the sixth release in almost three years, showing our consistent commitment to continue innovation and increase the openness of our products. We are pleased to find such a creative and powerful community here in the Middle East and are looking forward to a strongly growing market,’ she concluded.
Commenting on what the launch of these products means for the industry in the UAE, Ms Lode said: ‘Customers here can find a strong committed partner in Avid, as it is constantly developing its products and integrated workflows.’
Ms Lode described the event as ‘a success’, and said that she is ‘pleased by the great feedback we have received from our customers – we are certainly looking back on this as a successful event,’ she confirmed.