Avid Technology will not exhibit at the 2008 National Association of Broadcasters Convention, opting instead to spend that week in Las Vegas meeting with customers.
The company said its decision to pull out of the largest annual broadcast and production technology exhibition is part of a larger plan to shift to a more “customer-focused” approach to serving the digital content creation, management and distribution industries.
“This is about reconnecting (with customers), listening and being collaborative about what they need,” said Graham Sharp, vp and GM of Avid’s video division. He said the strategy is based on the results of customer feedback.
Avid promises new user- community initiatives, technical support programs, personalized events and product announcements, with more details to be revealed in February. To do this, Avid is redirecting funds from NAB, which Sharp said represented a “significant amount” of the company’s marketing budget.
A search continues for a new CEO to replace David Krall, who stepped down at the end of July. Nancy Hawthorne, a board member and former chairman, is interim CEO.
