Sharp, speaking exclusively to Broadcast, said: 'We are giving our larger customers the choice of buying directly. But the major change is to administer all support contracts directly, whilst still subcontracting fulfilment to the customer's preferred reseller.'
Sharp acknowledged that the change was down to increasing numbers of European resellers going bust, leaving support to Avid, and some resellers selling their own support contracts under Avid's name. The company also intends to increase marketing spend on support and services.
Sharp said: "This change is not designed to screw resellers, but to ensure our customers are receiving the full benefits of our support.'
A spokesperson at Avid reseller Tyrell also sees nothing negative in the changes, saying: 'Tyrell is able to provide a range of peripheral equipment and support services outside the supply of an Avid product in isolation.'