Avid launches Avid Content Core, a cloud-native platform using AI to transform media files into intelligent, trackable data.
The platform assigns a unique "fingerprint" to each asset, enabling authentication, usage tracking, and ROI measurement.
Avid integrates legacy products like iNEWS and Media Composer, allowing hybrid workflows and gradual adoption.
The platform aligns with MovieLabs' 2030 Vision for cloud-based, metadata-enriched, and securely shared assets.
Avid is launching Avid Content Core, a new cloud-native platform that uses AI to transform media files into intelligent, trackable data, aiming to give production teams a clearer picture of their assets' history and business value. The system will make its debut at the upcoming IBC2025 conference in Amsterdam.
From files to fingerprints: The platform moves beyond traditional media management by treating videos and audio as interconnected data rather than isolated files stuck in different systems. A key feature is a unique "fingerprint" assigned to every asset, which allows teams to authenticate its origin, track its usage across projects, and ultimately measure its return on investment.
Old meets new: Avid says its legacy products like iNEWS and Media Composer will be fully integrated, allowing for hybrid workflows that connect existing on-premise setups to the cloud, according to TV Tech. The system is also designed with an open architecture and API integrations, letting organizations adopt the technology gradually without a disruptive 'rip-and-replace' overhaul.
The industry take: The move is being seen as a step toward a more unified production future, aligning with goals set by industry groups. "Avid Content Core represents a significant step toward realizing the MovieLabs’ 2030 Vision, where assets are created in the cloud, identified with unique IDs, enriched by metadata and shared securely," said Richard Berger, CEO at MovieLabs.
By connecting content creation directly to business metrics, Avid is betting that making assets intelligent and trackable is the key to helping media companies survive and thrive in a fractured digital landscape.
