Sorenson Media's recently released transcoding and encoding application, Squeeze 8, will be bundled with Avid's array of media editing tools, the eighth year that the two companies have partnered.
The deal gives Sorenson an excellent piggyback on Avid's strong position with professional production houses and post-production houses, the company's sweet spot for its new 64-bit video editing systems, including Media Composer version 6, NewsCutter version 10 and Symphony version 6, especially, Sorenson chief executive Peter Csathy told FierceOnlineVideo, as Apple has pulled back somewhat to concentrate on the consumer and prosumer market with its editing software.
"Avid has always been the market leader," he said. "And we're a good partner for them. We listen to them, they know us, and we know them. This deal underscores the confidence our partners have in us."
David Colantuoni, director of product management and video at Avid, said the deal reflects the quality of the Squeeze product.
"Our customers demand the industry's best technology, integrated seamlessly to provide them with a smooth, complete workflow that expands their productive potential throughout the entire life-cycle of their video--including editing, encoding and publishing," he said. "Sorenson Squeeze plays a central role in helping us keep that promise to our customers."
Integral to that, Csathy said, is Sorenson Media's ability to address customers' entire workflow.
"Workflow is a key differentiator for us," he said. "It's a core part for our strategy. We integrate the entire process, and that's critical for online video."
Bundling Squeeze means that Avid users can send their video files directly to Sorenson for encoding, with no added steps. Avid will bundle a base version of Sorenson Squeeze 8 in Media Composer, Symphony and NewsCutter software, the latest versions of which were announced earlier this month. Customers can upgrade to the full Sorenson Squeeze 8 version for an additional cost.
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