Advanced RED Conform Workflow

TEWKSBURY, Mass., March 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 Symphony™ 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.

About Avid Technology, Inc.

Avid is a worldwide leader in tools for film, video, audio, and broadcast professionals — as well as for home audio and video enthusiasts. Avid professional and consumer brands include Avid, Digidesign®, M-Audio®, Pinnacle Systems®, Sibelius® and Sundance Digital® The vast majority of primetime television shows, feature films, commercials and chart-topping music hits are made using one or more Avid products. Whether used by seasoned professionals or beginning students, Avid’s products and services enable customers to work more efficiently, productively and creatively. Avid received an Oscar® statuette representing the 1998 Scientific and Technical Award for the concept, design, and engineering of the Avid Film Composer® system for motion picture editing. For more information about the company’s Oscar, Grammy® and Emmy® award-winning products and services, visit www.avid.com, del.icio.us, Flickr, twitter and YouTube; connect with Avid on Facebook or subscribe to Avid Industry Buzz.

© 2009 Avid Technology, Inc. All rights reserved. Avid, Digidesign, DNxHD, MetaFuze, Media Composer, M-Audio, Pinnacle Systems, Sibelius, Sundance Digital are trademarks or registered trademarks of Avid Technology, Inc. or its subsidiaries in the United States and/or other countries. Emmy is a registered trademark of ATAS/NATA. Oscar is a trademark and service mark of the Academy of Motion Pictures Arts and Sciences. Grammy is a trademark of the National Academy of Recording Arts and Sciences, Inc. All other trademarks are the property of their respective owners.