Shanghai Media Group Installs Multi-Million Dollar Avid Broadcast Production Environment; Leading Chinese Broadcaster Deploys Avid Unity ISIS for Collaborative Production Among Three Channels.

TEWKSBURY, Mass. -- Avid Technology, Inc. (NASDAQ: AVID) today announced that Shanghai Media Group (SMG) - one of China's leading television broadcast operators - has successfully installed a multi-million dollar, all-digital Avid(R) production environment to support the ground-breaking news platform for three of its existing television channels - Shanghai TV, Oriental TV, and Dragon TV. A 64TB Avid Unity ISIS(TM) media network is at the heart of SMG's collaborative workflow, which also includes 33 Avid AirSpeed(R) servers, 14 Avid CountDown(TM) systems, 46 Avid NewsCutter(R) Adrenaline(TM) workstations, and seven Avid NewsCutter XP workstations. SMG has also deployed a 200-seat Avid iNEWS(R) newsroom computer system, with Avid Media Browse(R) on all newsroom seats. The installation was completed in January 2006 and all three channels now are using Avid's collaborative production environment to produce and broadcast news content to millions of viewers across China.

"The high degree of interoperability between Avid's broad product line enables broadcasters to deploy elegant solutions and achieve a level of efficiency that is simply unavailable elsewhere," said Mr. Tang HuiRong, director of the Information Technology Department of the Technical Center, Shanghai Media Group. "Avid Unity ISIS is the ideal foundation for our large-scale broadcast workflow, providing SMG's three new channels with real-time, uninterrupted access to every media asset. With Unity ISIS we have optimized our investment in storage, eliminated the need to duplicate storage for assets used by all the stations, and made it easier to share and manage vast quantities of material."

David Schleifer, vice president of Avid Broadcast and Workgroups, said, "With dozens of analog and digital channels on air, the team at Shanghai Media understands the challenges of multi-channel broadcasting and the enormous productivity gains that can come from a tightly integrated production environment. Our best-of-breed newsroom solutions - paired with Avid Unity ISIS - provide SMG with massive scalability, proven reliability, and cohesive workflows that connect all personnel and systems in a single production environment."

With approximately 5,200 employees and capital assets totaling US$1.46 billion, Shanghai Media Group is one of China's largest media companies. Founded in 2001, the company is the result of a merger between the People's Radio Station of Shanghai, East Radio Shanghai, Shanghai Television Station and Oriental Television Station. Its broadcasting business consists of 13 analog TV channels, 90 digital cable-TV channels, a full broadcasting Internet TV service, along with 10 analog and 19 digital radio services. The group also operates and owns five sports centers and 14 cultural art centers. Other areas of operation include newspapers, magazines, news websites and audio-visual publishing.

For more information about Avid digital news production systems, please visit www.avid.com/solutions/broadcast.

About Avid Technology, Inc.

Avid Technology, Inc. is the world leader in digital nonlinear media creation, management, and distribution solutions, enabling film, video, audio, animation, games, and broadcast professionals to work more efficiently, productively, and creatively. For more information about the company's Oscar(R), Grammy(R), and Emmy(R) award-winning products and services, please visit: www.avid.com.

(C) 2006 Avid Technology, Inc. All rights reserved. Product features, specifications, system requirements and availability are subject to change without notice. Avid, Digidesign, AirSpeed, Avid Unity ISIS, iNEWS, NewsCutter, Adrenaline, CountDown, Media Browse, Pro Tools, and Film Composer are either registered trademarks or trademarks of Avid Technology, Inc. and its subsidiaries in the United States and/or other countries. Avid received an Oscar statuette representing the 1998 Scientific and Technical Award for the concept, design, and engineering of the Avid Film Composer(R) system for motion picture editing. Digidesign, Avid's audio division, received an Oscar statuette representing the 2003 Scientific and Technical Award for the design, development and implementation of its Pro Tools(R) digital audio workstation. 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 trademark of the National Academy of Recording Arts and Sciences, Inc. All other trademarks contained herein are the property of their respective owners.