![]() ![]() The market responded positively to Avid’s results, driving the company’s shares up more than 20% on the news. By opening up MediaCentral to a wider range of newsrooms, we’re bringing the platform’s extensive capabilities right to journalists’ fingertips, said Raul Alba, Director of Product. Paid cloud-enabled subscriptions passed 84,000 in the quarter, putting them up 69% compared to the same period last year, Avid said. Speaking of Media Composer, Hernandez said the company’s free Media Composer First offering has been downloaded more than 100,000 times in less than five months of availability, with “strong” conversion rates to paid subscriptions. That capability got Avid in the door at Viacom, Hernandez said, and has actually resulted in wider use of Media Composer inside the company. If we can get your storage and your archive and your MAM system and everything else, we’re happy to have you continue to use Adobe.” especially in the current era where the Internet has served as a platform to a large number of new, alternative media. Now, Media Composer is important to us, but it’s a small percentage of the total suite. “The fact that Adobe can run concurrently with Media Composer on MediaCentral was kind of a stunning shock to them, but it allowed them to not have this religious discussion about which one to use. At Viacom, Hernandez explained, the decision to adopt MediaCentral was made on a corporate-wide basis, leaving it up to Avid itself to convince individual Viacom brands and facilities to use specific applications. ”They have become a big Adobe shop over time,” Hernandez admitted.
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