Avid has announced the introduction of Avid Content Core, a “groundbreaking content data platform that will redefine how media is created, managed, and monetised.”
The data-driven content platform debuts at IBC2025 in Amsterdam this week.
Avid says Avid Content Core is “the industry’s first true cloud-native production platform that unifies asset identity, ingest, storage, metadata, orchestration, and rights information into a single intelligent layer.”
The platform manages media assets and processes as interconnected data rather than isolated files, “turning siloed creative tools and media libraries into an interoperable ecosystem.”
“Avid is leading the way with a data-powered approach to content creation that will reshape the media and entertainment landscape,” said Wellford Dillard, CEO of Avid. “Avid Content Core gives studios, media networks, and news teams the ability to transform the way they work, freeing creativity and boosting efficiency while maximizing the return on every asset. It’s a fundamental innovation that enables creators of all types to work faster and smarter – with vision, passion and precision.”
Richard Berger, CEO at MovieLabs, said: “Avid Content Core represents a significant step toward realising the MovieLabs’ 2030 Vision, where assets are created in the cloud, identified with unique IDs, enriched by metadata and shared securely via authorized access across interoperable systems. With this move, Avid is demonstrating the importance of interoperability using the MovieLabs Ontology for Media Creation for data interchange, supporting productions that span across multiple clouds, and building the foundation for truly connected, next generation media creation.”
Unlike media asset management (MAM) systems, Avid Content Core is a content data platform that “delivers a single source of truth, connecting teams and systems across editorial, operational, and business domains to support collaborative content production, distribution and monetisation.” Every asset ingested into the platform receives a unique fingerprint, enabling teams working within the Avid ecosystem to authenticate provenance, track usage, and measure ROI. Advanced AI-driven search and recommendations reduce time to find and use content, while embedded review, approval, and browser-based editing streamline workflows across distributed teams.
Avid Content Core is designed as an open, extensible platform. With continuous deployment and API-enabled integration across other Avid solutions and third-party tools, it allows organisations of any size to evolve their media operations at their own pace – whether supporting newsrooms, multi-site broadcasters, or postproduction facilities.
Staff Reporter
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