Deliver Compelling Content to Multiple Platforms Quickly and Simply with Avid MediaCentral

By in Broadcast, Media Management, News Production, Sports Production

It used to be so simple. Get breaking news on air first, and you beat the competition. But now, audiences expect to stay current on breaking news using apps or social media on their mobile devices, looking online using a computer, or watching TV. The race to break news first now demands instant distribution on a wide array of platforms, each with its own parameters and delivery standards. Developing a newsroom workflow that integrates messaging to each of these platforms is essential to win the breaking news race.

The Avid MediaCentral platform is the industry’s most comprehensive workflow solution for media organizations. It’s an ecosystem that eliminates cumbersome workflow silos by providing integrated tools for a seamless, end-to-end solution. An important part of the end-to-end workflow is multiplatform content delivery. MediaCentral facilitates this process by automating background tasks, so you can focus on what’s most important: being first to deliver compelling content for viewing on websites, social media, mobile apps, and TV.

MediaCentral incorporates several unique features that empower your team to deliver content to more platforms, faster.


Cohesive messaging across all platforms

Create content once and deliver it to multiple channels simultaneously. MediaCentral enables your team to put stories together for TV broadcast and then quickly convert them for on-demand streaming, website playback, 280-character Twitter posts or other social media viewing.


Automated formatting for lightning-fast distribution

Re-formatting your stories for the web and social media takes time that you don’t have. MediaCentral accelerates the process by automating video, image and text formatting specifically for each platform and app. Any media transcoding, versioning, and publishing is handled by the app, enabling speedy multichannel distribution.

Cross-platform collaboration

Newsrooms are becoming more integrated. Web journalists and on-air journalists are no longer separate teams, but often the workflows they operate within are still siloed, causing inefficiencies. MediaCentral tears down these technological walls with real-time collaboration. Your journalists develop compelling social media game plans across all platforms as part of the core creation process. Your team can even schedule posts linked directly to stories already in your rundowns.

Brand consistency

Built-in review and approval tools ensure your managers are tuned-in to any and all content your team publishes. Posting activity, topics and approvals for each post are easily tracked. You can even track newsroom activity with a searchable record of all publishing per user.


In our previous blogs in this tutorial series, Say Goodbye to Patchwork Workflows , Get Unprecedented Workflow Speed and Productivity, and Find the Right Media Fast with Advanced Search Capabilities in Avid MediaCentral we showed you an overview of how users interact with MediaCentral’s groundbreaking new interface. We introduced several of the apps that improve workflow efficiency and outlined basic navigation and search features.

In this tutorial video, you’ll see how MediaCentral makes it easy to create social media posts leveraging video assets in your MediaCentral system. Once the video asset is selected, you’ll see how simple it is to create messages for Facebook and Twitter, in the correct format, and ready for publishing. You’ll also see how the interface is adaptable specifically for your newsroom needs.

Multiplatform distribution is just one aspect of the entire MediaCentral platform solution, a breakthrough in media workflow integration. The modular platform is scalable and can be configured specifically for your newsroom needs and priorities. From multiplatform distribution to streamlining your entire media workflow, you can learn much more about MediaCentral by clicking here:

Avid MediaCentral

Whether you’re a team of two, an organization of thousands, or anything in between, MediaCentral accelerates your workflow, scaling from the simplest to the most sophisticated solutions for post production, news, sports, and asset management.

With over 20 years at Avid, I am amazed by our customers, their work, and their journeys, as they continually evolve to embrace significant industry and viewing audience transformation. As Senior Marketing Manager for Broadcast & Media, I’ll be sharing here just how we are focused on bringing solutions to market that address broadcasters’ needs.