Avid 2005 Annual Report Download - page 10

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Professional Audio
For Avid’saudio division, Digidesign, the prevailing trend at the high end of the market can be
summed up in one word: integration.
Over the past decade, music recording studios, film editing/mixing facilities, and postproduction
suites have all made a wholesale transition toward production environments based around digital
audio workstations – or DAWs. These powerful production tools consolidate the recording,
processing, editing, mixing, and mastering of audio in a computer-based solution augmented
by dedicated hardware. More than any other product, the Digidesign Pro Tools®system has been
the top choice of audio professionals in everysegment of the industry.
Until recently, however, most professional audio mixing was still done on standalone audio consoles
that offered little integration with the DAW. Digidesign changed that with the introduction in 2004
of the ICON environment – a fully featured mix surface that controls every aspect of the DAW. The
success of ICON has opened a new opportunity for Digidesign to capture
agrowing share of the professional mixing pie – which, according to our
estimates, represents a $250 million annual market opportunity.
“ICON is an intuitive worksurface
you configure for the way you
work, and a tool you define as
workstation technology evolves.”
– George Massenburg, Grammy®award-winning
producer/engineer/developer, designer
and innovator (Blackbird Studio C), and
Digidesign development partner.
AUDIO
“Digidesign VENUE
can handle everything:
rock’n’roll, symphony
orchestra, samba.”
–Patrick Vogelsang, sound director,
Montreux Jazz Festival
Photo Coutersy of
George Massenburg
Jason Halpert photo by Weber Shih
Digidesign VENUE