Avid Technology Announces First Order of Avid/DS HD to Pepper.

Business/Technology Editors

TEWKSBURY, Mass.--(BUSINESS WIRE)--Oct. 2, 2000

Avid Technology, Inc. (NASDAQ: AVID) today announced the first order of Avid(R)|DS HD to Pepper, a film and broadcast television post production subsidiary of Big Finish Ltd., co-founded by telecine virtuoso Vince Narduzzo. Launched in September at the International Broadcasting Convention (IBC), Avid|DS HD is Avid's premier nonlinear production system for finishing in uncompressed HDTV.

The Avid|DS HD system combines the latest version 4.0 software from the popular Avid|DS nonlinear production system with a new video subsystem and platform, enabling users to switch between ITU-R 601 525/625 and HD formats.

Pepper Director and Senior Editor Shane Warden - a long time fan of the Avid|DS system - explains, "This is the first of many decisions that demonstrates Pepper's commitment to building the most comprehensive high-end facility for finishing long-form drama and documentary work for the international market. A number of our clients are already expressing considerable interest in High Definition. It's an appropriate time to get started and gain experience. The new Avid|DS HD system will enable us to make a seamless transition from standard definition editing to the world of 24P."

Pepper is fast becoming known for innovative post-production services, being the only facility in the world to offer a super 16 wetgate on C-Reality. "We are continually driving post-production technology forward," continues Warden, "and to that end, we're not frightened to invest."

"This first order of Avid|DS HD only 2 weeks after its launch at IBC is a great testament to a well-developed and fully functional product," comments Richard Craig-McFeely, International Avid|DS Product Director. "The demand for HD is increasing very quickly in Europe and once again Avid and Pepper have been at the forefront of this technology."

With the industry's strongest support for conforming using OMF Interchage(R) and real-time uncompressed HDTV I/O, projects that originate on an Avid Symphony(TM) or Media Composer(R) system can be quickly and automatically conformed and finished on the Avid|DS HD system to produce the highest quality HD masters. In addition, projects originated on the Avid|DS system can be Total Conformed in the Avid|DS HD system ensuring all the creative editing and effects from offline are preserved and reapplied, thereby maintaining creative continuity while dramatically speeding-up the finishing process.

Other key features of Avid|DS HD include:

-- Identical feature set found in Avid's nonlinear production system, Avid|DS version 4.0, including real-time editing and effects creation in uncompressed 601;

-- Realtime HDTV I/O and editing capabilities, allowing users to see the desired high-definition result immediately;

-- Support for uncompressed HDTV formats including 720P, 1080P, 1080I, for high-quality editing and compositing which eliminates reliance on lower-end compression-based systems; and

-- Support for 24fps progressive scanning, the basis for converting to all other formats.

About Avid Technology, Inc.

Avid Technology, Inc. is an industry-leading provider of digital media creation and distribution solutions. From its industry revolutionizing nonlinear editing and finishing solutions, to its standard-setting audio and animation tools, and high performance technology for delivering TV-quality video over the Internet, Avid gives customers the power to communicate to multiple audiences with creativity and ease. Avid solutions, which span a wide range of markets and price points, are used for Web, special effects, video, audio, film, television, broadcast news, music, the Internet and games. Projects using Avid products have been honored with Oscar(R), Emmy(R) and Grammy(R) awards, as well as a host of other global awards. Avid markets and sells its products globally, and maintains corporate headquarters in Tewksbury, MA. For more information, visit Avid's web site at www.avid.com.

(c)2000 Avid Technology, Inc. All rights reserved. Product specifications are subject to change without notice. All prices are USMSRP for U.S. and Canada only and are subject to change without notice. Contact your local Avid office or reseller for prices outside the U.S. and Canada. Avid, Media Composer and OMF Interchange are registered trademarks and Symphony is a trademark of Avid Technology, Inc. Oscar is a trademark and service mark of the Academy of Motion Picture Arts and Sciences. Emmy is a registered trademark of ATAS/NATAS. Grammy is a registered trademark of The National Academy of Recording Arts & Sciences, Inc. All other trademarks contained herein are the property of their respective owners.