Avid is to combine its asset management products with Orad Hi-Tec Systems’ workflow tools following its acquisition of the firm.


Avid paid $65m (£41m) for Frankfurt Stock Exchange-listed Orad, which offers broadcast graphics, studio production, video servers, sport replay systems and asset-management tools.

Avid wants to provide media organisations with “a more comprehensive, efficient set of on-air graphics and live production capabilities”, with the MediaCentral Platform hosting its own line of Orad’s on-air graphics and live production solutions.

Avid chairman, president and chief executive Louis Hernandez Jr said the companies were “working aggressively to bring all of Orad’s product lines into the Avid Media- Central platform quickly”.

Some of Orad’s solutions are already integrated with products on the platform, including graphics integrations with Avid iNEWS newsroom management and Media Composer, as well as video server support for ingest and playout with Avid’s DNxHD codec.

Avid is also working to combine its asset and workflow management products with Orad’s workflow management tools to provide what it described as a more “inclusive” workflow for customers of both companies.

Orad has 600 customers that use its products to produce graphics, live events and sports broadcasts.

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Ofir Benovici told Broadcast: “If we had to pick the partner that we have tightest and deepest integration with, we would have pointed to Avid. When the discussions with Avid started, we looked at the synergies and the upside for customers and Orad’s product and it made sense. “Looking into the future, we can see how working as a single entity will further enhance and offer value to our customers.”