We recently interviewed Avid's Director of Product Management – Digital Asset Management, Frank Capria. He is the lead project manager of Avid Interplay, as it relates to the Avid Everywhere vision. Frank broke down the basics of each suite, how it relates to post production & broadcast, and demystified myths in the community. Here's the interview (text-version):
What is Avid Everywhere?
Capria: Avid Everywhere is quite simple; it is the ability to access the media asset, everywhere you might be. The ability for others to access that same content, modify it, turn it into a story. When that story is complete, distribute everywhere it needs to go. That is all there is to Avid Everywhere.
How do I edit remotely with Avid Everywhere?
Capria: In the Avid Everywhere environment, remote craft collaborative editorial is handled in Media Composer | Cloud. Media Composer | Cloud is a full version of media composer, it has the full tool set. The main difference, instead of connecting to your media assets on a hard drive, it is editing off of a stream served up by Avid Media | Central.
What are some misconceptions about Avid Everywhere?
Capria: One of the most common misconceptions about Avid Everywhere is that it's editor-centric. Sure, Avid has made its name as an editors tools company, but Avid Everywhere is for EVERY team member to take advantage of [in a production].
Another misconception, is the segment markets that Avid Everywhere is meant to address. Perhaps it's the name, "Avid Everywhere" makes it sounds like it's for broadcasting. It's also understandable, since Avid Interplay Production has been so successful in the broadcast space.
The fact of the matter, Avid Everywhere is designed for all segments: post production, broadcast, and new media.
How does Avid Everywhere benefit post production?
Capria: Avid Everywhere, for post production, allows customers to do [projects] in parallel, that used to be serial processes.
For example, logging can begin immediately, upon a piece of media [arriving on nearline storage], in any formatting. Even before transcoding starts, logging & editing can begin in an Everywhere environment.
It also automates almost every non-creative aspect of the post production processes. Whether it's transcoding, copying/moving, back up/archive, Avid Everywhere can create rules that eliminate human error and labor time.
How does Avid Everywhere benefit Broadcast?
Capria: Avid Everywhere for broadcast enables our customers to set up a bureau, anywhere they can get a TCP/IP connection. [Avid Everywhere] includes all aspects of content creation, story creation; from ingest, editorial, to distribution.
What is Avid Media | Central?
Capria: Avid Media | Central is the platform in which we built all of our solutions. It allows us to author & create services once, and then all of our applications can use it.
For example, our streaming playback service. The same streaming playback service that Media Central | UX uses, to expose Interplay Production assets, is exactly the same streaming service that is used in Media Composer | Cloud.
By leveraging a platform to build the tools, it allows us to create API interfaces for third parties to connect to as well. Third party manufacturers can then connect, join the Avid ecosystem, using the same services and performance of Avid products.
What are the various suites inside Avid Media | Central?"
Capria: The artist, media, and storage suites have always been part of the Avid product line, we've just branded them that way recently., To make it clear to the customer what they do.
The artist suites, is our content creative tools ie. Media Composer, Pro Tools.
The media suite, is our asset management tools ie. Interplay Production, Interplay MAM, Media Director, Media Distribute, and Media Index.
The storage suite, is anything that stores a piece of media. Ie. Avid ISIS, Airplay Playout & Ingest servers.
What components make up Avid Interplay Production?
Capria: Interplay production is three things:
- Interplay Engine:
- A powerful database, that allows to do incredible defined searches.
- Media Services:
- Transcode, Copy, Move, and Delivering
- Media Central | UX:
- The web-based view onto all of your assets, that every member in production uses to reach in work with assets
What's the top benefit of using Media Composer with Interplay Production?
Capria: Media Composer & Interplay Production work really well together, in Avid Everywhere. They were designed to work together.
In a Interplay production environment, the process of conform no longer exists. If you want to go to a high-res master, you simply "click" and switch resolutions. You tell Interplay, 'give me the highest resolution version of this media,' and it will re-conform automatically in the background.
What is the Return on Investment model for Avid Everywhere?
Capria: Avid Everywhere #1 contribution to ROI, is it shortens the timeline for production. Story creation can begin at the moment of acquisition. Loggers can access content. Editors can access content. In fact, reviewers, producers, directors, executives, and legal can begin the process of getting the story out immediately. Processes that used to be serial, are now parallel. It's a system that built for every member of a production, not just editors.