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Avid has unveiled Avid Content Core, a new content data platform tailored for news and entertainment production. This platform utilizes AI and agentic workflows to convert static files into intelligent, interconnected, and actionable data. Avid will debut Avid Content Core at IBC2025 in Amsterdam from Sept. 12–15 at Stand 7.B59.

Avid Content Core is described as the industry’s first cloud-native production platform that consolidates asset identity, ingest, storage, metadata, orchestration, and rights information into a unified intelligent layer. By managing media assets and processes as interconnected data rather than isolated files, Avid Content Core transforms creative tools and media libraries into an interoperable ecosystem.

According to Avid, this platform accelerates creative output across various sectors like newsrooms, streaming platforms, broadcasters, and post facilities. It provides the scalable infrastructure and data intelligence necessary for media companies to streamline operations, enhance content value, and adapt to evolving audience demands.

Craig Wilson, product evangelist at Avid, highlights that Avid Content Core is a vital component of Avid’s News solution. It enables journalists to access material efficiently, collaborate seamlessly with colleagues, and leverage impactful AI and automation services. This efficiency allows journalists to focus on creativity and storytelling, tailored for multiple platforms to expand audience reach and revenue opportunities.

Richard Berger, CEO at MovieLabs, commends Avid Content Core for aligning with MovieLabs’ 2030 Vision. This vision emphasizes cloud-based asset creation, metadata enrichment, and secure sharing across interoperable systems. Avid’s move underscores the importance of interoperability using the MovieLabs Ontology for Media Creation, facilitating data interchange and supporting next-generation media creation.

Avid Content Core, unlike traditional media asset management systems, serves as a content data platform offering a centralized source of truth. It connects teams and systems across editorial, operational, and business domains to facilitate collaborative content production, distribution, and monetization. The platform assigns a unique fingerprint to each asset ingested, enabling teams to verify provenance, track usage, and measure ROI.

With advanced AI-driven search and recommendations, Avid Content Core streamlines content discovery and utilization, while integrated review, approval, and browser-based editing enhance workflows for distributed teams. The platform is designed to be open and extensible, supporting continuous deployment and API-enabled integration with other Avid solutions and third-party tools, catering to organizations of all sizes in evolving their media operations.

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