MainConcept & Avid Expand Decade-Long Collaboration as Industry Embraces Growing Demand for Digital Video

By: PRLog

September 06, 2022 at 11:03 AM EDT

Companies extend partnership, incorporating more technologies and hardware architecture as demand for digital video sees no sign of abating

AMSTERDAM - Sept. 6, 2022 - PRLog -- MainConcept, the leading provider of video and audio codecs, and Avid Technology, the leading media tech innovator for cloud-based content workflows, announced the two companies have entered into a new and expanded partnership that will see Avid adopt additional MainConcept codecs into their extensive line of products. For over a decade, Avid and MainConcept have been working together to advance the performance and quality of the codecs used across Avid's products. This new agreement ensures uninterrupted innovation as digital video continues its relentless growth trajectory and the need for efficiency in production workflows becomes even more critical.

Today, MainConcept codecs are employed within almost all of Avid's products and solutions, including the MediaCentral platform, creative tools including MediaComposer, as well as Maestro Graphics and FastServe video servers. The codecs are used for tasks such as video editing, ingest and playout, workflow management, storage and postproduction, as well as part of the new SRT streaming for Media Composer remote monitoring and Avid NEXIS | EDGE remote proxy workflow. Among the new benefits available to Avid is the inclusion of MainConcept codecs engineered and optimized for ARM processors used in macOS and Windows computers.

MainConcept, whose codecs are used to process over 90% of the world's professional video content, has long been known as the go-to developer for high-performing codecs. Avid and many other leading providers of software in the digital video industry use MainConcept codecs within their software stacks. Year after year, MainConcept codecs top industry lists for their high quality and adaptability across industry verticals.

"Avid has been a key partner for MainConcept for over a decade. The collaboration between our engineering teams has led to many significant advancements over those years. We are grateful for their ongoing feedback that we incorporate as we engineer the best possible technology for them and the industry as a whole," said Geoff Gordon, Vice President, Marketing, MainConcept. "More than ever, our industry is at an inflection point. The emergence of 5G and cloud, the introduction of 8K and the seemingly limitless expansion of the ways we view content keeps us perpetually exploring new ways to innovate. We are pleased that Avid and MainConcept will continue to explore new opportunities together for the foreseeable future."

Ray Thompson, Avid's Senior Director of Industry and Partner Marketing, said, "Avid's long collaboration with MainConcept has ensured that our broadcast and film customers can count on tools and platforms that are always ready to enable their continuous innovation in content production, whether moving workflows to the cloud, generating 8K programming or opportunities yet to emerge."

You can learn more about how Avid and MainConcept collaborate in this customer story.

Learn more during IBC

Both MainConcept and Avid will be exhibiting in Hall 7 at this year's IBC Show, billed as "the world's most inspiring content and technology event." You can learn about MainConcept codecs and see next-generation technology including VVC and 8K in the cloud during IBC. Set up a meeting with the MainConcept team, available from 9–12 September at the RAI, Hall 7, Booth D12. Avid can be found in Hall 7, Booth B49.

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About MainConcept

Since 1993, MainConcept has provided best-of-breed video/audio codec solutions for professional video production, multimedia, broadcast, digital signage, gaming, medical and security industries. Our software development kits, transcoding applications and plugins are used across industry verticals to meet an ever-expanding list of use cases. With world-class engineering, exquisite attention to detail, and best-in-class support and professional services, we are constantly innovating to deliver the simplicity needed with the customer experience you deserve. MainConcept codecs are engineered to surpass the challenges of even the most demanding use cases and are used by organizations such as Adobe, Avid, Autodesk, Corel, Dalet, Endeavor Streaming, Grass Valley, MAGIX, Nikon, PlayBox Neo and Sony. Visit www.mainconcept.com.

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