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Prime Focus Selects Avid To Power Its Creative Workflow

Avid® ( NASDAQ: AVID) today announced that pioneering global visual entertainment services group, Prime Focus, has selected Avid to power its creative workflow in its UK broadcast facility. Featuring Avid Media Composer®, the industry’s preeminent professional nonlinear editing solution, this implementation will enable Prime Focus to deliver high quality, inspiring content to its worldwide television, advertising, and film client base while at the same time benefiting from a vastly more productive and efficient operation.

As the post-production industry continues to see client budgets and profit margins squeezed, there is a relentless pressure for facilities to gain better operational efficiencies. Its new Avid-based workflow will enable Prime Focus to speed up the creative process and work more efficiently across multiple projects to deliver a seamless client experience. The new workflow is also designed to be flexible to meet the exacting and ever-changing demands of the media landscape today, and in the future.

The investment, made through, installed and supported by Avid Elite Reseller Tyrell, comprises 30 Avid Media Composer 7 seats with Mojo DX interfaces, and three Avid Symphony Nitris systems.

Prime Focus will gain a host of operational efficiencies from the industry’s preeminent editing software. The ability to edit and ingest simultaneously will save the company valuable time and free up artist resources, as craft editing work can begin instantaneously. Additionally, the smooth integration with Prime Focus’ existing Avid audio and finishing solutions means the facility will be able to deliver ever more complex projects through its seamless, end-to-end, tapeless workflow.

“When a client comes to Prime Focus they expect us to be using the best-in-class creative solutions,” said Rowan Bray, managing director of Prime Focus UK. “Avid is the industry standard for the post industry, so having its technology at the heart of our facility means clients will have an enjoyable and faultless experience with us, every time.”

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