Avid Delivers Native RED Support
Posted Mar 5, 2009

Avid Technology, Inc. (NASDAQ: AVID) today announced that Avid® DS now offers native support for the RED R3D file format, delivering customers increased efficiencies in the editorial and finishing process of RED-originated projects.

With native support for RED, Avid customers will benefit from:

* A speedier ingest of RED footage;
* The ability to apply RLX color intent data to the footage in the Avid system; and
* Capabilities to preset project and sequence settings for RED projects at 2k, 3k, and 4k resolutions.

In addition to handling native R3D footage, Avid DS customers will now be able to create HD RGB 4:4:4 proxies from high-resolution RED source material, which will provide real-time program monitoring and result in faster system response time - enabling artists to stay focused on the creative editorial aspects of a project.

Avid will also offer native RED support for the offline editing process via MetaFuze®, a tool that automates the conversion of formats such as RED and DPX to Avid DNxHD® media for HD offline workflows in Avid Media Composer® and HD finishing in SymphonyTM systems. As a result, customers are able to take advantage of the Avid Advanced Conform workflow for RED and seamlessly move their projects from offline to online.

"We are very excited about the new Avid and RED integration," said Ted Schilowitz of RED Digital Cinema. "The ability to use the MetaFuze tool to turn RED files into true native MXF files at the various offline and online resolutions is a very powerful step that will enable a more streamlined workflow for the many RED projects around the world that are cutting on Avid. The DS integration of RED files for online color grading and finishing is another important development on making offline to online very cost-effective. Fewer workflow steps and tape layoffs for finishing with RED files is the most effective and efficient way to deliver projects."

Kirk Arnold, EVP and GM of Customer Operations at Avid said, "We strive to make the technology seamless for customers to allow them to keep focused on unleashing the creative talents that continue to entertain millions. We also understand that our customers want freedom and flexibility to work with whichever format they choose, and our effort to offer native RED support is the latest example of how we continue to evolve our solutions and meet customers' needs."

Native support for R3D files is available in Avid DS version 10.1.1. For customers looking to upgrade, visit the Avid download center.

www.avid.com