Applications
Avid unveils upgraded digital audio and video technology at NAB
MUMBAI: Avid, the creator of digital audio and video technology, has introduced a new and upgraded solution for audio production, professional editing, multi-platform content distribution, on-air graphics production, and asset management at the Nab television technology trade convention in Las Vegas.
The company also shared its strategic vision, termed “Avid Everywhere,” which expresses the company‘s commitment to create the most fluid end-to-end, distributed media production environment in the industry.
‘Avid Everywhere‘ recognises that flexible deployment options, including remote and cloud-based collaboration technology, have become critical to content creators and distributors as they face relentless pressure for operational excellence.
Intense cost pressures and content creation complexity are key challenges for media and content professionals in this ever more mobile and social world. ‘Avid Everywhere‘ helps our customers meet these challenges by empowering distributed work teams, multi-platform delivery, and the ability to work in any production environment.
Avid president, CEO Louis Hernandez Jr said, “Over the past 25 years, Avid has built a strong heritage of industry leadership; we‘re proud of the role we play in empowering our customer community to create the most compelling media in the industry. As a critical element of Avid‘s growth strategy, Avid Everywhere inspires our next phase of innovation around our entire product suite. We look forward to sharing more announcements over the next year.”
Specific new and upgraded products announced at Nab include:
Creative Tools-Avid‘s professional creative tools set the industry standard for the highest quality content creation and production solutions to power the complete professional content creation environment.
- Avid Media Composer 7 – The nonlinear editing solution is now available and the aim is to bring value to post production editors. The new version features accelerated and simplified file-based workflows including optimised HD delivery from high-res source material and automated media operations. The new release also offers Interplay Sphere for Mac support, extending real-time production everywhere.
- Avid Pro Tools 11 – Avid‘s digital audio workstation features audio and video engines, 64-bit architecture, expanded metering, and direct HD video workflows.
- Avid Motion Graphics 2.5 – Avid‘s next-generation platform of on-air graphics production includes a new dual-channel configuration option and stand-alone playout engine to increase deployment flexibility and speed graphic workflows, to create stunning imagery and get work quicker to air.
- Avid Fast Track Solo and Duo – Avid‘s two new portable audio interfaces for composing and recording high-quality audio come equipped with Pro Tools Express software for Mac and PC, and connect directly to the iPad, providing high-quality I/O for any iOS app.Media Management Solutions-From the largest media enterprises to independent professionals, Avid provides the most open, flexible, and scalable solutions in the industry.
- Avid Interplay Production 3.0 – Avid‘s latest version of the production asset management solution simplifies and speeds file-based workflows for post production and broadcast customers, and offers Interplay Sphere with full Mac support.
- Avid Interplay Pulse – Avid‘s enhanced multi-platform content distribution solution delivers content to online, mobile, and social platforms everywhere, in the right form and format for each, while featuring integration with Avid‘s connected newsroom solution set and unified web client.
- Avid AirSpeed 5000 2.5 – Avid‘s latest-version video server delivers slow motion playback for SD and HD, fast media replay, and continuous record.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
