June 2014
www.tvbeurope.com in association with
TVBEurope 13
Cordiner said that Avid’s customers all talk about a relentless pressure on operational effi ciency, that they are still required to create the most effi cient workfl ows they can in the midst of a changing media landscape.
“Because of the way the digital shift has impacted traditional television and media companies, producers now have the ability to distribute and make money from their content at the same time they are capturing and creating it. “You don’t have a team of creatives building content and deciding what’s going to be broadcast, then a separate team deciding how they’re going to make money from it. It’s all happening at the same time now. When we talk to the boards of some of our biggest customers, their number one challenge is, ‘How do I bring these two parts of my business together?’”
Anticlockwise, from top left: Ammar Hijazi and Alla Salehian,TIMA; Paul Stevenson, ITV; Philip Stevens, moderator; Jose de Freitas, TV3; Mark Wilson-Dunn, BT Media and Broadcast; James McKeown and Neal Romanek, TVBEurope; Martyn Suker, ITV; Craig Dwyer, Avid; Ian Draysey, Discovery; Steve Bennedik, Sky News; Tom Cordiner, Avid; Steve Fish, Turner, and Stephanie Genin, Avid
Avid vision. “(Louis) is very committed to driving the change through Avid,” began Cordiner, “and thus through the industry, and we feel that is certainly happening.”
Days before NAB2014, Avid hosted its fi rst Avid Customer Association event.
The event was far more successful than the company had hoped, with an anticipated turn-out of 500 people mushrooming into 1,100. Roundtable participants Paul Stevenson and Martyn Suker, both of ITV, are members of the Avid Customer Association
with Stevenson on the main board and Suker on the advisory council.
So what are the big challenges Avid is taking on? According to Cordiner: “The fi rst is this collapsing of the value chain between the creative part of our businesses and the go-to-market,
commercial monetisation piece. Because everything is created digitally now, it’s creating a very profound change in how companies operate. The second thing we see is this fi ght for viewership. Viewers are now very much in control of how and where they watch content.”
New workfl ows, new challenges With the groundwork laid, Philip Stevens opened the group discussion with an anecdote about the workfl ow before the digital age: “I may be the oldest person in this room and I can remember the workfl ow in my day, when I started off as a runner in a fi lm production company half a mile away from here. I had to be at a fi lm laboratory at 8 o’clock in the morning collecting the rushes, getting back to the cutting room
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