Keeping Avid Relevant
Broadcast Engineering by Michael Grotticelli
CEO Gary Greenfield says Avid will continue to push and innovate, despite what the competition is doing.
It was nearly five years ago that Gary Greenfield was brought in as chief operating officer to stem the incoming competitive tide and get Avid’s proverbial house in order. It was not a job for the light-hearted. Greenfield instituted a number of cost-cutting initiatives to get the company back on track. There was some downsizing of staff and a consolidation of divisions to help make Avid a “lighter, more integrated company;” one able to compete in a market that has clearly moved away from proprietary systems.
“It’s no secret that we’ve opened up the products to break way from the perception of a proprietary system,” Greenfield said. “We’re also enabling third-party technologies to seamlessly work with our products. Avid is definitely more open than ever, and we’re just getting started.” read more...
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