Avid Technology Announces New Initiatives For its Macintosh-based Professional Product Lines.

TEWKSBURY, Mass.--(ENTERTAINMENT WIRE)--July 12, 1999--

Company Introduces New Products, Upgrade Price Reductions, and

New Macintosh Development Group

Avid Technology, Inc. today announced a number of significant new initiatives to continue its commitment to its large base of customers on Macintosh(R)-based professional media creation products. These include:

-- significant price reductions for upgrades and new system purchases of most Macintosh-based Media Composer(R) models;

-- new releases for its Macintosh-based Media Composer;

-- new model of Avid Xpress(TM) for Macintosh featuring the Avid(R) Meridien(TM) video subsystem; ss. new Customer Choice program;

-- creation of a new business unit dedicated to the development of Macintosh-based editing products.

"We built our company on the Macintosh and it plays a key part in our product strategy. With tens of thousands of active users, we are committed to protecting our customers' investment and enabling them to move forward to new generations of Mac-based products," said Cliff Jenks, Avid president and COO.

Price Reductions of Up to 50 Percent

Avid is reducing prices of new ABVB (Avid Broadcast Video Board) system purchases by as much as 50 percent for customers who wish to remain on the ABVB platform. For example, the cost of a Macintosh-based Avid Media Composer 9000 ABVB system has been reduced from $98,880 to $49,400 [USMSRP] and the cost of a Media Composer 1000 3D has been reduced from $66,100 to $46,100 [USMSRP]. These prices are for boards, kit and software and are effective July 21 - September 15, 1999.

The company is also introducing a discount of up to 28 percent on the cost of certain upgrades. Any customer owning a PCI-based Media Composer ABVB system can upgrade to Media Composer XL Version 8.0 for Macintosh systems with a Meridien board for just $17,995 [USMSRP]. Again, prices are for boards, kit and software and are effective July 21- September 15, 1999.

"We have listened to our customers and once again, we are setting a new standard in price performance for our Macintosh products," commented Patrick Dumas, senior vice president of marketing.

Customer Choice Program

Avid also announced that it is introducing a new program that will offer customers new levels of flexibility in their choice of platform. Any owner of a Macintosh-based Media Composer XL system will be given the option to convert to the equivalent Windows NT-based Media Composer XL system for only $12,000 within twelve months of purchase.

New "Millennium Edition" Release for Avid Media Composer

Avid has announced that it is working on the next releases of Avid Media Composer for the Macintosh. Called the Millennium Edition, this upcoming release is planned for mid-2000 and includes the following enhancements: support for the upcoming G4 platform, additional AVX plug-ins, and Pan & Scan for video images. OS X and future Apple hardware are expected to be supported in a subsequent release.

Avid and Apple are also collaborating to support additional Macintosh initiatives including the joint development of a new import/export utility to enable enhanced media sharing between Avid Open Media Framework(R) (OMF(R)) and Apple QuickTime 4.

Avid is also bringing its Meridien video subsystem to Avid Xpress for Macintosh, providing the next generation of video quality, uncompressed images and media compatibility with Avid's Meridien-based products for Windows NT. This version will be made available as an upgrade to existing customers in September 1999.

Additionally, Avid will be releasing Media Composer Version 7.2 for ABVB-based systems for Avid Assurance customers or new purchasers of Avid Unity(TM). Available in August 1999, the new software release includes support for the Avid Unity(TM) MediaNet shared storage and networking solution, and a number of ease-of-use enhancements.

New Avid Macintosh Development Group to Drive Ongoing Efforts

To provide a direct link to all of Avid's customers on Macintosh systems, the company has formed a new Macintosh Development Group dedicated to the continued development and marketing of video editing products for the Macintosh platform. This focused business unit, organized within Avid's Editing and Effects Worldwide Product Group, will serve the company's worldwide Macintosh customer base with new and updated media products. Avid has appointed Paul Henderson, previously Avid's vice president of professional product marketing, as the new vice president and general manager of the Macintosh Development Group, reporting to Patrick Dumas.

"The ease-of-use, media-centric features, and wealth of digital media applications on the Macintosh have long made it a preferred platform for many creative professionals," said Henderson. "We have thousands of customers around the world today in a range of markets who have built their media production businesses around the Avid Media Composer on the Macintosh. Our focus will be to both maintain and enhance their current investment, providing advanced technology to address the fast growing market for digital, non-linear video editing."

"Avid has been a key ally of Apple's for the last 10 years and plays an important role in our media market strategy," said Clent Richardson, Apple vice president of Worldwide Developer Relations. "I believe that Avid's newly dedicated Development Group for Macintosh will serve to create an even closer relationship between our two companies. Together we will be able to better help our mutual media customers take full advantage of the Macintosh platform."

Avid has set up a new email box [e-mail] to better support its Macintosh-based user community and to more effectively respond to their questions, comments, and suggestions.

Avid Technology, Inc. is an international, industry-leading provider of digital audio and video tools for information and entertainment applications. The company's products are used by a variety of customers worldwide including film, television and interactive content producers, TV news broadcasters, corporate communicators and consumers. For more information, visit Avid's Web site at www.avid.com.

(c) 1999 Avid Technology, Inc. All rights reserved. Product specifications are subject to change without notice. Avid, Media Composer, Open Media Framework, and OMF are registered trademarks and Meridien, Avid Xpress, and Avid Unity are trademarks of Avid Technology, Inc. or its subsidiaries or divisions. All other trademarks contained herein are the property of their respective owners.