Digital Nirvana forms partnership with Avid to integrate AI-powered metadata capabilities into Avid's MAM.
Digital Nirvana has entered into a global partnership with Avid to integrate AI-powered metadata capabilities into Avid's media asset management and production systems.The collaboration will streamline content discovery and improve workflows through the integration of Digital Nirvana’s MetadataIQ with Avid’s MediaCentral Production Management platform.
This partnership builds on the successful integration of MetadataIQ, an AI-driven tool designed to automate the generation of time-coded metadata. By incorporating this into Avid’s MediaCentral and Media Composer environments, users can more easily search for and access relevant media. The integration also facilitates faster content identification, improving the efficiency of production processes and offering new opportunities for content monetization.
Raymond Thompson, senior director of partners and alliances at Avid, said, “Our goal is to provide tools that enhance both the efficiency and creativity of our customers. By integrating Digital Nirvana’s AI-driven metadata automation into Avid’s production environments, we are giving users the ability to locate and utilize the footage they need more quickly.”
MetadataIQ uses artificial intelligence to generate time-coded metadata, which serves as markers for easier content identification and analysis. This tool helps editors, producers, and archivists manage large volumes of media more effectively, whether in newsrooms, sports highlight production, or the creation of documentaries and television series.
The integration allows Avid users to automatically generate audio and video-based metadata, including topic segmentation, facial and object recognition, and scene descriptions. This data is then ingested directly into Avid’s production systems, making it searchable and facilitating quicker access to content. As a result, content discovery can be accelerated by as much as 80%, improving overall production efficiency.
For media professionals in fast-paced environments, such as newsrooms, MetadataIQ helps quickly locate relevant clips, enabling faster editorial decisions. In reality TV and documentary production, where large amounts of raw footage need to be organized, the tool allows editors to search for specific topics and find the visual elements that best fit their stories. Additionally, for companies with extensive archives, MetadataIQ can generate insights for stored content, improving the searchability of older assets.
Russell Vijayan, director of business development at Digital Nirvana, noted, “This partnership introduces a more efficient way to handle both live and archived media. The integration of AI-driven metadata automation into Avid environments helps users retrieve, repurpose, and manage content with greater ease.”
As part of this new alliance, Avid will offer MetadataIQ to its customers globally, further expanding the reach of this powerful tool within the media industry.
