Avid Further Expands Digital Video Editing Market.

TEWKSBURY, Mass.--(BUSINESS WIRE)--August 18, 1997

Company Announces 50% Price Reduction For Its Windows-Based

Digital Editing Solution

In an effort to address the price point requirements of the growing cadre of corporate and institutional digital video professionals, Avid Technology, Inc. (NASDAQ:AVID), the industry-leading provider of digital audio and video tools for information and entertainment applications, announced today that it has reduced the price of its MCXpress for Windows NT digital video editing software by 50%. The MCXpress system enables users to easily create content for videotape, CD-ROM or the World Wide Web. With its new price of $2,495 (and a real-time effects option for $2,500), Avid's MCXpress is now the only software to deliver Windows NT-based editing with real-time effects for under $5,000.

Avid's Jim Melvin, director of product marketing, explained, "The corporations and institutions which are now adopting digital video editing solutions require proven, professional-quality tools, priced in line with their budgets. Price and ease of use are important factors for managers in corporations who are purchasing multiple copies of MCXpress for new and experienced users. The new pricing we're announcing will help these decision-makers -- particularly those in large organizations -- more easily adopt a reliable, high-performance digital editing solution from Avid."

MCXpress software is being deployed by independent producers, corporations and institutions worldwide to create digital content -- marketing, training, safety and sales information -- using traditional video tape distribution as well as interactive digital distribution such as corporate Intranets and CD ROM.

Professional Features; Flexible Configurations

MCXpress for Windows NT software brings the power of Avid video editing to the Windows NT platform, delivering broadcast-quality images, professional editing features, ease-of-use and Windows compatibility. The Real-Time Effects option allows users to create and view video effects such as dissolves, picture-in-picture and wipes instantly, with no rendering. In addition to its professional feature set, MCXpress for Windows NT also supports a wide range of configurations -- the software runs on a range of Truevision TARGA video boards, from the low-cost single-stream TARGA 1000 to the robust two-stream TARGA 2000 RTX. With the reduced software price, users can now put together a system to match their needs and budget even more easily.

Pricing and Availability

MCXpress for Windows NT software is available directly from Avid and through Avid's worldwide reseller network for $2,495 (U.S. list). The Real-Time Effects Option, formerly $3,495 (U.S. list), is now priced at $2,500 (U.S. list). Avid is extending price protection so that users who purchased MCXpress for Windows NT software on or after August 1, 1997 will benefit from the newly-reduced price. MCXpress is also available for Macintosh workstations, directly from Avid and through Avid's worldwide reseller network. The MCXpress for Macintosh system is available in a range of models with prices beginning at $9,995 (U.S. list).

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Avid Technology, Inc., is an international, industry-leading provider of digital audio and video tools for creating content for information and entertainment applications. Avid's products are used by customers ranging from communications professionals to film, television and interactive content producers to broadcast news organizations. For more information, visit Avid's World Wide Web site at www.avid.com .

Avid is a registered trademark and MCXpress is a trademark of Avid Technology, Inc. All other trademarks contained herein are the property of their respective owners.

CONTACT: Avid Technology, Inc.

Julie Miller, 508/640-5454