Avid Announces RED Support

Tewksbury, Mass. — Avid Technology, Inc. (Nasdaq: AVID) today announced that it has signed a R3D Software Developer’s Kit (SDK) License agreement – as part of the company’s continued commitment to enhancing its RED camera workflows.

“We are excited to begin a more formal relationship with RED and this announcement is just one step in that process,” said Kirk Arnold, EVP of Customer Operations, Avid Technology. “Many of our customers have already completed RED projects using Avid systems – as we have developed solutions in the interim that enable them to work with Media Composer®, Symphony™ and Avid® DS. We look forward to streamlining this workflow even further with the RED SDK.”

Avid Editor Jason Diamond of NY-based MBS Productions recently finished a music video using the RED ONE camera and Avid Media Composer systems. “It was seamless,” said Diamond. “The finish called for aggressive and varied looks, some with heavy contrast that fit the dance rock sound and sort of retro-feel of the band. Within the Avid system, we did it all.”

Avid customer Michael Forrest of Post Box Productions also recently completed a series of commercials that were shot on RED and edited in an Avid DS system. “We were in an entirely tapeless workflow,” Forrest said. “My assistant would load the footage directly onto Avid DS each night and I would be cutting first thing the following morning. It was an incredible workflow. I had complete artistic control from start to finish.”

For more information on Avid/RED workflows, including a step-by-step workflow guide and other technical resources, and to sign up for updates on the company’s solutions for RED, visit: www.avid.com/RED.

About Avid Technology, Inc.
Avid is a worldwide leader in tools for film, video, audio, 3D animation, gaming and broadcast professionals – as well as for home audio and video enthusiasts. Avid professional and consumer brands include Avid, Digidesign®, M-Audio®, Pinnacle Systems®, Sibelius®, Softimage® and Sundance Digital®. The vast majority of primetime television shows, feature films, commercials and chart-topping music hits are made using one or more Avid products. Whether used by seasoned professionals or beginning students, Avid’s products and services enable customers to work more efficiently, productively and creatively. 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. For more information about the company’s Oscar, Grammy® and Emmy® award-winning products and services, visit www.avid.com, del.icio.us, Flickr, technorati and twitter; connect with Avid on Facebook or subscribe to Avid Industry Buzz.

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