Avid Discusses New Leadership, NAB Show Plans
By Jennifer P
In this article by Tom Butts for TVTechnology, Avid’s upcoming presence at the 2025 NAB Show is spotlighted, with a strong emphasis on its integration with recently acquired Wolftech and a shift toward AI-powered, digital-first newsroom workflows. Avid plans to unveil new capabilities within its MediaCentral platform, including tools that support remote collaboration, intelligent automation, and seamless multiplatform publishing. These advancements aim to empower modern newsrooms to meet changing audience behaviors and monetize content more efficiently across social media, FAST channels, and digital subscriptions.
One of the most anticipated showcases at NAB 2025 will be the first public demonstration of the Avid-Wolftech integration. This union brings together Avid’s MediaCentral with the Wolftech News cloud platform, promising a unified, intuitive experience for journalists and editors. The integrated solution enhances collaboration, improves asset management, and allows for streamlined planning to publishing workflows. New features like Avid Ada Transcribe for rapid content indexing and a mobile app experience for field reporting reflect Avid’s commitment to AI-driven efficiency and real-time storytelling.
The article also explores broader shifts within Avid itself. CEO Wellford Dillard, who stepped into the role after Avid went private in late 2023, discussed significant leadership changes, including a new CTO and Chief Product Officer, aimed at driving both cultural and growth transformation. This internal overhaul has already accelerated product development and integration timelines, including the swift deployment of Wolftech within MediaCentral. Dillard emphasized the company’s renewed focus on aligning with customer needs, improving internal communication, and increasing R&D investment—moves that would have been more difficult under the constraints of a public company.
Avid’s executives view these changes as vital responses to the media industry’s rapid evolution, driven by shifting revenue models and the growing role of AI. Dillard and Wolftech CEO Arne Berven highlighted how their integrated AI tools not only expedite content creation but also introduce responsible practices such as integrated fact-checking. Looking ahead, Avid’s booth at NAB 2025 (SL1516) will showcase a company that is faster-moving, more responsive to industry demands, and equipped with the tools to help broadcasters thrive in a hybrid, cloud-enabled, and highly competitive media environment.
Read the full article by Tom Butts for TVTechnology HERE
Learn more about Avid HERE