Avid is boosting its media asset management toolset with updates to its Interplay system that it says will ease the pressure of delivering content to multiple screens.

Version 4 of Interplay MAM is designed to make it easier to find, repurpose and distribute content, and incorporates new features including a web-based media player for content owners to add metadata and create shot lists.

Avid vice-president of segment strategy and planning Dana Ruzicka said: “Our customers need to improve media access, integrate a wide variety of Avid and third-party solutions, boost productivity and, ultimately, accelerate profitability. Interplay MAM 4 lets them do that.”

Avid said the software, which is released this week, would allow for “seamless” media and metadata exchange between Interplay MAM and Avid’s Interplay Production set-up, with the ability to link media operations and workflows, control movement of media between Interplay MAM and storage systems, and configure metadata.

Its service-oriented architecture allows integration with in-house and third-party applications, while a new graphical workflow management display is designed to provide “quicker, error-free workflow design and modification”.

Web-based media player ICPS (Interplay Common Playback Service) is compatible with Mac OS and Windows.

It allows users to manipulate catalogued media by annotating and adding metadata. Craig Dwyer, senior director, product management, said: “It will help those with large technology real estates to implement asset management in a consistent way.”

Interplay MAM was added to Avid’s existing Interplay production asset management solution in March last year, following the acquisition of German media asset management firm Blue Order Technologies.

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