Avid® (Nasdaq: AVID) has announced the findings of the inaugural Avid Customer Association (ACA) Vote. The ACA Vote gave Avid’s preeminent customer community the unique and unprecedented opportunity to directly influence Avid’s future offerings. The findings on emerging technology and new business requirements also provide valuable insights into the media industry’s future plans and challenges in relation to cloud computing/virtualization, IP networking and content delivery, 4K/UHD in mainstream broadcast, multiplatform content delivery, and virtual/augmented reality.
The ACA Vote set a precedent for the media industry by giving ACA members the opportunity to weigh in on their most important requirements and ensure that Avid continues to deliver new or improved offerings that will positively benefit the community, demonstrating a deeper collaboration between Avid and its community. Over 6,500 unique voters from over 4,000 organizations in 109 countries participated in the vote. Spanning the areas of creative applications, workflow solutions and emerging technology, it uncovered what will most significantly impact the future performance and success of Avid’s customer community.
The ACA Vote revealed that the vast majority of media professionals (71.7%) are considering moving some part of their infrastructure or workflow to the cloud over the next two years—the most popular being remote access workflows (15.8%). Just 4.8% are considering moving their entire infrastructure and workflow to the cloud, highlighting the important role that hybrid cloud deployment models will play in the media industry’s journey to the cloud.
A hybrid approach will also be important to the industry’s transition to IP. Just over half of respondents (50.9%) are considering hybrid SDI/IP connectivity for new investments. 26.6% of media professionals are considering IP-only connectivity. Dynamic scalability is the most popular reason for considering IP video/audio (36.6%), followed by new high-bandwidth productions like UHD (28.8%) and format-agnostic workflows (16.3%).
High-resolution media formats are firmly taking hold, with the majority of media professionals (64.6%) expecting to implement 4K/UHD across their organization within the next two years. OTT or internet delivery is by far the most prevalent delivery mechanism for 4K/UHD (50.7%), followed by theatrical/venue viewing (21.6%) and satellite or cable delivery (13.6%). Just 9.9% said terrestrial broadcast is their most prevalent form of 4K/UHD delivery. The biggest challenge to adopting 4K is the burden on storage capacity (31.6%), followed by the cost of adding/upgrading 4K capabilities (30.5%), and the negative impact on the real-time performance of creative apps (24.7%).
While most media professionals (73.3%) are creating content for multiple platforms, less than a third (32.3%) use a single online video platform for social media content distribution. The majority (67.7) use the social media service’s online video platform, making content distribution cumbersome and inefficient. The top two most important drivers for investing in multi-platform content production are reaching new audiences (37.8%) and maximizing audience engagement (37.7%).
While more than half of media professionals (58.4%) said that virtual and augmented reality are important to their strategic growth plan, the vast majority (82.3%) aren’t yet sure which business models to consider, and most (63%) have no plans to implement VR/AR over the next two to three years. The most appealing applications of VR/AR are entertainment (23.1%), live events (21.25), gaming (20%) and film (19.4%). 15-30 minutes is seen as the ideal length for VR/AR programming (29.4%), followed by 5-10 minutes (25.5%), less than five minutes (18.7%), feature length (16%), and one hour (10.5%).
“The ACA Vote represents a new phase of customer participation in Avid’s future direction, building on the deep community partnership with our customers and users,” said Jeff Rosica, president of Avid. “I am proud of our community for reaching this exciting milestone and applaud the ACA Executive Board of Directors, who oversaw this process. The results of the ACA Vote will directly influence innovations for the MediaCentral® Platform, the industry’s most open, tightly integrated and efficient platform designed for media, and ensure that the ongoing development of our comprehensive tools and workflow solutions for media creation, distribution and optimization continue to support what is most important to our customers and their creative, technical and business requirements.”
Cinematographer Pepe Avila del Pino Discusses Residente’s “313,” Winning An ASC Award
Pepe Avila del Pinoโs second career nomination for an American Society of Cinematographers (ASC) Award earned him his first win earlier this week in Los Angeles--for outstanding achievement in music videos on the strength of the Residente-directed โ313โ featuring performances by Residente, Sรญlvia Pรฉrez Cruz and Penelope Cruz. The cinematic, stirringly beautiful โ313โ opens with Penelope Cruz narrating in Spanish, reflecting on the meaning of life and the passage of time. She is joined by ballet dancers who are said to represent time while Cruz represents life itself. The ethereal music video brings us the essence of time in our lives. Residenteโs life and time are seemingly controlled, respectively, by Cruz and the dancers from the outset. But towards the end of the video, Residente starts to orchestrate his own time and life. What canโt be denied, though, is that time is fleeting as Cruz and Residente begin to disappear before our eyes. Avila del Pino, AMC, is best known for his work in television and features. In fact, his alluded to first ASC Award nomination came in 2018 on the basis of the TV pilot for The Deuce, directed by Michelle MacLaren. Over the past seven years, Avila del Pino has lensed select music videos--all for his friend, Residente (a.k.a. Rene Perez Joglar). The Residente videos have thus become passion projects, done out of โpure loveโ with the same close-knit team. The โ313โ song and video were especially personal to Residente in that they were both inspired by a friend who had died about a year earlier. To win an ASC Award for this particular project is most gratifying for Avila del Pino--not only because of the videoโs significance to Residente, but also the deep feelings the DP has for the ASC.... Read More