Avid has used the acquisition of German asset management company Blue Order to expand its Interplay product family.

A new module called Interplay Media Asset Manager has been added, transforming the current production asset management (PAM) technology into a full media asset management (MAM) system.

The module improves workflows by allowing users to collect, index, catalogue, manipulate, retrieve and distribute rich media.

It will allow greater visibility of assets, allow cross-team working and make it possible for business processes to be adapted to specific needs.

A statement from Avid said: “With improved visibility into their asset libraries and rich collaboration, customers will now be able to speed up the content creation and delivery process to unlock the full value of their assets.”

Avid bought Blue Order in January 2010.