TV Tech Spotlights Avid's Bold Path Forward
Avid is driving innovation at full throttle, transforming how the media industry approaches storytelling, collaboration, and efficiency. Recently spotlighted by TV Tech, Avid’s bold path forward and plans for NAB Show 2025 illustrate how we’re tackling the biggest shifts in the media landscape—changes in viewer behavior, revenue models, and technological advancements.
Avid at NAB
At NAB, Avid is unveiling solutions that empower news organizations to adapt quickly and stay ahead in a rapidly evolving digital-first world. From AI-powered tools to seamless cloud integration, Avid is shaping how news is produced, distributed and monetized. Our high-profile integration with Wolftech will unlock new levels of newsroom efficiency, combining the power of Avid’s MediaCentral platform with Wolftech’s cloud-based tech for smarter, faster content delivery.
"NAB Show 2025 marks the first public demonstration of the Avid-Wolftech integration, a milestone in newsroom innovation and efficiency,” says Wellford Dillard, Avid CEO. “We'll have web-based editing to show that Avid is moving at a speed and pace that you haven't seen this business move in a long time.”
Key Solutions to See
- MediaCentral & Wolftech: Revolutionizing newsroom workflows with storytelling at the core.
- Wolftech News: Streamlining multiplatform publishing, reducing costs, and managing stories end-to-end.
- Avid Web Editor: Web-based editing for news videos, anywhere, with advanced effects and audio tools.
- Avid Ada: AI-powered tools in MediaCentral, Media Composer, and Pro Tools to enhance creativity.
- Remote Avid NEXIS: Real-time collaboration with no proxies and instant access.
- Media Composer & Avid NEXIS in the Cloud: Scalable, cloud-based workflows that transform production.
- Pro Tools & Media Composer: AI-powered audio tools like speech-to-text and automated ADR for next-level sound.
Acquiring Wolftech
It’s been quite a year of change at Avid since last year’s NAB Show. Since going private in late 2023, Avid has moved quickly to innovate and expand its AI capabilities. The company has invested heavily in R&D and streamlined its approach to acquisitions, like the Wolftech deal, marking a pivotal shift.
Together, Avid and Wolftech streamline resource management with an intuitive interface, using smart automation to efficiently allocate people, footage, and assets. The result? Newsrooms are freed up to focus on delivering compelling, real-time content that drives audience engagement.
“The integration of Wolftech News with Avid’s solutions unlocks unprecedented efficiency and collaboration for news teams,” says Arne Berven, CEO of Wolftech and SVP, Avid Broadcast Strategy. “By streamlining workflows from planning to publication, journalists can focus on what matters most—creating and delivering impactful stories that captivate audiences at the speed they demand today.”
Looking Ahead
Avid’s leadership has transformed over the past year including a new CTO, SVP of Product, and Chief Customer Officer who are steering the company toward a future that prioritizes speed, flexibility, and trailblazing digital solutions.
“This is a team that has a background in both growth transformation, but also cultural transformation, where you need to increase the speed at which the business is moving,” Dillard explains. “A lot of what we're going to be showing at NAB reflects exactly that—we have to be able to meet this industry where it is, whether that's on prem, hybrid, fully in the cloud, cloud native—that's really where we're going.”
With a fresh strategy, strong leadership, and cutting-edge solutions, Dillard sees more opportunities for Avid in the changing media landscape. He’s optimistic about the future, with Avid’s new speed and strategy aimed at helping news organizations thrive in a digital-first world. Avid’s NAB booth will reflect the changes that have taken place.
“It's a different Avid now, it moves at a different pace. There’s a new landscape that creates the opportunity for Avid to move faster,” Dillard says.