Pinnacle Studio 10 Now Optimized for HD Editing and Web Sharing

Studio product family also to offer compatibility with Microsoft Windows Vista operating system

Tewksbury, Mass., Sept. 6, 2006 – Avid Technology, Inc. (NASDAQ: AVID), today announced that its Consumer division, Pinnacle Systems, Inc., has released version 10.6 of the market-leading Pinnacle Studio™ family of products, allowing consumers to easily create and enjoy high-quality videos in HD, as well as simplifying video editing for the web.

“According to The NPD Group, Pinnacle Studio is again the number one product in the consumer software video editing market, based on U.S. retail unit and dollar sales from January through June 2006,” said Jeff Hastings, general manager, Pinnacle Systems. “We are well positioned to grow even stronger as consumers select Studio as the best tool for creating and distributing videos in HD formats, and sharing videos with friends in web-based social networking settings.”

Additional powerful enhancements to the Pinnacle Studio family of products include:

* Optimal HD editing through support for all popular wide-screen displays;
* New tools for better managing files and scenes generated in the most recent digital capture devices, such as digital still cameras, hard drive-based camcorders, and DVD camcorders; and,
* Enhanced stability that is similar to professional editing products.

Hastings continued, “The latest Pinnacle Studio includes a number of great benefits that are important to consumers today, and also offers peace-of-mind for the future. With the general availability of Microsoft’s Vista operating system right around the corner, we are committed to completing compatibility requirements for Vista by the time it is commercially available in 2007.”

The Pinnacle Studio family of products includes Pinnacle Studio, Pinnacle Studio Plus Titanium Edition, and Pinnacle MediaSuite Titanium Edition.
Pricing and Availability

Pinnacle Studio software is available through the Pinnacle Systems website (www.pinnaclesys.com), at major retailers such as Best Buy, Circuit City, CompUSA, and Fry’s Electronics, and also at e-tailers such as Amazon.com, Dell.com and TigerDirect.com. Pinnacle Studio offerings begin at the manufacturer’s suggested retail price of US$69.99.

About Pinnacle Systems, Inc.

Pinnacle Systems, Inc., a wholly-owned subsidiary of Avid Technology, Inc., is an industry leader in video editing solutions, TV tuners for the PC, and digital media adapters for the consumer market. The company’s product lines include Pinnacle PCTV™, Dazzle®, Pinnacle ShowCenter™, Pinnacle Studio MediaSuite™, Pinnacle Mobile Media™ and its flagship Pinnacle Studio™ line. For more information, visit www.pinnaclesys.com.

About Avid

Avid Technology, Inc. is the world leader in digital nonlinear media creation, management, and distribution solutions, enabling film, video, audio, animation, games, and broadcast professionals to work more efficiently, productively, and creatively. For more information about the company’s Oscar®, Grammy®, and Emmy® award-winning products and services, please visit: www.avid.com.

© 2006 Avid Technology, Inc. All rights reserved. Product features, specifications, system requirements and availability are subject to change without notice. All prices are USMSRP for the U.S. and Canada only and subject to change without notice. Contact your local office or reseller for current or local prices. Avid, film composer, Pro Tools, Digidesign and Avid Liquid are either a registered trademark or trademark of Avid Technology, Inc. or its subsidiaries in the United States and/or other countries. Avid received an Oscar Statuette representing the 1998 Scientific and Technical Award for the concept, design and engineering of the Avid® Film Composer® system for motion picture editing. Digidesign, Avid’s audio division, received an Oscar Statuette representation the 2003 Scientific and Technical Award for the design, development and implementation of its Pro Tools® digital audio work station. Oscar is a trademark and service mark of the Academy of Motion Picture Arts and Sciences. Emmy is a registered trademark of ATAS/NATAS. Grammy is a trademark of the National Academy of Recording Arts and Sciences, Inc. Pinnacle Systems, the Pinnacle Pinwheel logo, Pinnacle PCTV, Dazzle, Pinnacle ShowCenter, Pinnacle MediaSuite, Pinnacle Mobile Media and Pinnacle Studio are either registered trademarks or trademarks of Pinnacle Systems, Inc. in the United States and/or other countries. All other trademarks contained herein are the property of their respective owners.

Contact Information

Amy Whelan

Avid Technology, Inc.

Contact via E-mail