Dubai Event Features Avid & Wolftech

Leading media professionals from across the Gulf region gathered in the United Arab Emirates for an exclusive preview of Avid’s ambitious plans for the newsroom of the future. The Dubai event brought together over 40 newsroom and technology leaders to explore the evolving media industry landscape.

Avid CEO Wellford Dillard and Arne Bervan, CEO of Wolftech—an Avid brand shared how their collaboration is set to revolutionize news production in the digital age.

In his opening remarks, Dillard highlighted the recent strategic acquisition of Wolftech, and how combined with Avid’s MediaCentral solution, would deliver the ultimate collaboration platform for newsrooms. This powerful combination will enable efficient workflows to create stories for both broadcast and digital distribution, combined with highly impactful AI-driven services.

Bervan explained how Wolftech’s industry-leading, story-centric approach unites teams around the story. With features such as job scheduling, integrated messaging, and the ability to easily track stories from pitch to publication, Wolftech is empowering news organizations to stay agile and connected.

A key aspect of Wolftech News is its openness, offering integrations with many leading MAM and newsroom systems to deliver a collaborative approach.

Avid Product Evangelist Craig Wilson showcased how Avid’s end-to-end workflow can address the challenges facing newsrooms today, and in the future, including:

Wilson explained how the integration of MediaCentral and Wolftech News will empower newsrooms to address these issues head-on. By enabling faster, more efficient story creation, the collaboration opens up new commercial opportunities and extends reach to a broader audience across more platforms.

Wilson demonstrated an initial implementation of Wolftech News as an app in the web-based MediaCentral | Cloud UX—combining Wolftech’s story-centric capabilities with MediaCentral’s news production features.

The use of AI and machine learning (ML) in the newsroom was also discussed, featuring the work Avid has done to develop Avid Ada, a framework of AI solutions being implemented across the product portfolio. Wilson demonstrated Avid Ada Transcribe in MediaCentral | Cloud UX, which automatically transcribes assets, reducing manual effort to speed up the entire workflow and enable journalists to focus on creative tasks.

The power of automation through the MediaCentral Rules Engine, which allows users to define tasks that can be run without manual intervention. This is part of a wider effort to ensure newsroom efficiency, enabling reporters and producers to deliver to as many platforms as possible. Integrated social media publishing is also part of the Avid workflow, as well as traditional broadcast workflows for studio production.

Mobile is a crucial element of news workflows today and the powerful Wolftech Go mobile app is central to ensuring teams remain connected regardless of location, including integrated messaging between the app and users on the web application.

Attendees explored Avid’s latest advances in editing with Media Composer; ingest and playout with Avid | Stream IO, supporting both SDI and IP-based workflows; and Avid NEXIS shared storage, highlighting Avid’s commitment to delivering flexible solutions for the entire newsroom production chain.

For more information on Avid’s news solutions, including Wolftech News, visit https://www.avid.com/solutions/news-production 

Learn more at NAB in Las Vegas, April 6-9, 2025. Visit South Hall Lower, Booth #1516 to experience how Avid solutions, from MediaCentral to Wolftech News, can streamline your newsroom.

Register now and get a free attendee pass with code NS8676 at this link https://registration.experientevent.com/ShowNAB251/