Avid and Data Media define the technological future of newsrooms

The Rosewood Villa Magna hotel in Madrid hosted an event in which the Spanish broadcast industry could learn about the vision of Avid to solve the big challenges of information workflows.

Given the increasingly complex attendance at the American fair NAB by Spanish-speaking countries, Avid is immersed in a ambitious tour with which he is announcing the news of his renewed strategy. Through different presentations and demonstrations, the company directly refers to the main challenges of the industry, marked by a growing demand to create more content in more formats and for increasingly limited resources.

Given this context, Wellford Dillard, CEO of Avid, has addressed the Spanish industry singing a my fault. The company, which in recent years had opted for a shift towards business models far from real demands of television and media, faces a new stage with a completely renewed management team who wants to respond to the user expectations, adapting to each of its deployments.

Avid recognizes the change that the sector is experiencing towards “a new business model that advances at a different pace” and presents a new and constantly evolving product to the market: Avid Content Core, with a clear objective: to turn it into a tool in constant development. The objective is to offer new tested functions every two weeks, without having to wait for a new complete version, with the ultimate goal of the entire market being part of an open ecosystem - in which there are already 300 companies developing their own extensions.

Content Core, pillar of Avid's future

Avid Content Core is an operational layer for audiovisual production that provides deep content insights as the foundation for automation and agent-based workflows. First introduced at IBC 2025 and refined at NAB 2026, Avid Content Core represents the first production solution “Truly cloud-native industry” by unifying the identity of the assets, ingestion, storage, metadata, orchestration, and rights information into a single intelligent layer, eliminating fragmentation between tools, teams and processes. It does so by supporting hybrid environments spanning on-premises and cloud infrastructures, as well as enabling intelligent, AI-enhanced workflows.

“The main advantage it offers is that it combines a deep understanding of audiovisual assets with the execution of end-to-end workflows” was mentioned, which signals Avid's understanding of the reality of media: they cannot stop their activity to adopt a new way of operating. Therefore, the system works with existing tools such as iNews / MediaCentral to multiply its possibilities and provide ways to facilitate the planning, creation and execution of content.

Con una amplia hoja de ruta, Content Core sigue avanzando con una implementación más estrecha con Wolftech Data & Insight, que permitirá conocer el coste y beneficio de cualquier contenido; una vinculación más profunda con las aproximaciones centradas en las historias a través, de nuevo, de Wolftech, o la incorporación de Gemini a Media Composer to add generative AI within the editing space itself. The artificial intelligence, present transversally throughout the presentation, arrives to facilitate all types of processes with assisted workflows in the main Avid solutions.

Avid Content Core and Wolftech demos

After both presentations, attendees were able to witness a real-time demonstration of Content Core, which has allowed us to discover the potential of a platform still being defined that aims to unify content production. Driven by Raul Lobo, Presales Manager in EMEA South at Avid, allowed us to check the operation of tools such as semantic search, the transcription by language, the searchueda by imagenes or the editing, exporting and publishing capabilities to different windows.

From an operational point of view, Content Core also stands out for having a solid review and approval which allows you to keep track of the news in a collaborative way. Likewise, the platform, with a philosophy cloud-first, will launch deeper integrations with local environments in the medium term.

Next, Daniel Elias, director – product management of Avid's newsroom solutions, delved into the tools of Wolftech, a company acquired by Avid in October 2024 that provides a transversal and operational control about the editorial workflow, allowing you to know profiles, processes and planning built on each of the stories. Elías stopped at the capabilities of multi-device access of the solution; integration with systems artificial intelligence; the interconnection with MediaCentral; the functions of automation with third party systems, or Rundown, a new tool for shaping a story-based timeline that allows you to have complete and personalized control of the content that will structure a certain program or section.

Finding margins in contemporary workflows

The diagnosis of Avid y Data Average is resounding: the industry is facing a moment crucial, subject to significant pressures, limited resources and increasingly demanding requirements. In this environment, as highlighted Gonzalo del Val, Regional Sales Director – West EMEA, Avid has already started working “differently”.

“The objective is not only for the systems to do their work, but for them to do it in a much more efficient way than what they do now,” he explains, envisioning an industry that will bet on models on premises in those cases that are considered necessary, and will begin to effectively take advantage of the process hybridization to access previously unimaginable tools. Throughout this process, Avid will adapt to each scenario. It's your purpose for this new era: "For those of you who are already our clients, we will help you achieve your goals. And for those who are not, we will propose something really interesting."

Following this conclusion, the Data Media team, led by Thomas Nielsen y David Martinez, invited those present to a cocktail party where they could share a moment of networking and go deeper, if they so desired, into the solutions of Avid.