Avid® (Nasdaq: AVID) announced the availability of Avid MediaCentral™ | UX Connector for Adobe Premiere Pro CC, enabling Adobe® Premiere® Pro CC users to connect into Avid’s production environment through the Avid MediaCentral™ Platform. Using the Extension Panel in Adobe Premiere Pro CC in conjunction with Avid MediaCentral | UX, Adobe Premiere Pro users can now collaborate with Avid users at an unprecedented level, enabling customers to mix and match tools to fit their workflow needs and budgets.
“The openness of the MediaCentral Platform enables us to fulfill our commitment to giving media professionals the integrated and collaborative workflows they need, regardless of the tools they choose to use,” said Alan Hoff, vice president, Market Solutions at Avid. “With Avid MediaCentral | UX Connector for Adobe Premiere Pro CC, Adobe Premiere Pro CC users can now benefit from the enhanced flexibility, efficiency and collaboration of Avid media management systems.”
The Avid MediaCentral | UX Connector for Adobe Premiere Pro CC presents the MediaCentral | UX user interface within the Adobe Premiere Pro CC user interface, allowing customers to connect their Adobe editors to Avid workflow solutions, including Interplay® | Production, Interplay | MAM and iNEWS®. This enables creative services departments using Adobe Premiere Pro to benefit from access to additional production assets, and production teams to leverage the large installed base of trained Adobe Premiere Pro users. Adobe and Avid customers can boost workflow efficiency, enabling editors to easily manage any type of asset, automate non-creative production tasks, and reduce operational costs throughout the production process.
“Open, connected systems have been a goal of Adobe for many years, and this integration helps ensure an optimal experience for creatives,” said Sue Skidmore, head of partner relations for Professional Video at Adobe. “By eliminating wasted time and resources on integrating solutions from different vendors, Avid MediaCentral | UX Connector for Adobe Premiere Pro CC enables media professionals to focus on their creative endeavors and developing engaging content.”
With the Avid MediaCentral | UX Connector for Adobe Premiere Pro CC, Adobe Premiere Pro CC editors can:
•Register Avid Assets to Adobe Premiere Pro Projects for Editing in Place:
•Check out master clips in Adobe Premiere Pro-supported formats
•Check out simple sequences for in-place editing
•Send rendered sequences back to Avid
•Access Avid media not directly supported in Adobe Premiere Pro via optional conversion to MXF OP-1a and simple XML shotlists
•Search for media assets via the central Media | Index
•Chat with other MediaCentral | UX users
•Navigate database hierarchies
•See, add, and modify metadata
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More