Avid Content Cores approach to media creation is based on data, a cloud-native production platform that manages and monetises media as interconnected data rather than isolated files.
Avid Content Core is a content platform with an approach to media creation, management and monetisation that is based on data. A cloud-native production platform, Avid Content Core unifies asset identity, ingest, storage, metadata, orchestration and rights information into a single intelligent layer. Post production teams have a chance to alter their workflows and working relationships in order to produce and publish content more efficiently.
With Avid Content Core, the company says it intends to establish a foundation that uses AI and agentic workflows to take content from static files into actionable data with intelligence features. The platform manages media assets and processes as interconnected data rather than isolated files, turning siloed creative tools and media libraries into an interoperable system.
How It Works
Modern AI-based and agentic workflows, story creation, browser-based editing and no code automation are combined with Avid's production tools for transcoding, archiving and orchestration. Avid Content Core connects cloud and on-prem infrastructure and accesses content, metadata and workflows from across an organisation.
Content is authenticated as soon as it is created and tracked with persistent content data profiles and detailed metadata. Every asset receives a unique fingerprint that ensures authenticity, compliance and integrity. Teams working within the Avid ecosystem can determine its provenance and measure ROI.
AI-assisted semantic search and intelligent recommendations can then help users find the required assets in a few seconds, wherever it resides, while embedded review, approval and browser-based editing ease workflows across distributed teams. Meanwhile, the process gives visibility into the usage, performance and value of each piece of content, contributing to ongoing decision-making.
Newsroom, Streaming, Broadcast and Post
Newsrooms and streaming platforms, broadcast studios and post facilities will be able to use Avid Content Core as the scalable infrastructure and data intelligence that media companies need generally to speed up creative output. Associated results are expected to be simpler operations, greater content value, and the ability to adapt to rapidly evolving audience demands.
Richard Berger, CEO at MovieLabs, remarked, "Avid Content Core represents a significant step toward realizing 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 [consistent naming and definitions of terms] for Media Creation for data interchange, supporting productions that span across multiple clouds, and building the foundation for truly connected, next generation media creation."
Content Data vs Asset Management
In contrast to media asset management (MAM) systems, Avid Content Core is a content data platform that maintains a single source of truth, connecting teams and systems across editorial, operational and business domains to support collaborative content production, distribution and monetisation.
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 different sizes and types - newsrooms, multi-site broadcasters or postproduction facilities – to evolve their media operations at a pace their teams find suitable.
Visitors at IBC2025 saw the first demonstrations of how Avid Content Core brings agility and intelligence to the modern media landscape. www.avid.com
