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Sunday, July 14, 2024

Amber Celebrates 30-Year Alliance with Avid

Amber Technology is celebrating the 30-year anniversary of its strategic alliance with Avid Technology. 

Catering to large-scale enterprise customers, including service and support for every national television broadcaster in Australia, key post production facilities and a number of major education facilities, the relationship has grown from strength-to-strength and sees close collaboration between the two companies on a wide-range of projects. 

The vast portfolio of brands represented by Amber Technology complement the Avid product offering, allowing both teams to create systems designed specifically to meet the custom requirements of individual clients.

“Initially we had only known Avid for its software,” recalled Peter Amos, Managing Director, Amber Technology. “In 1988, while the team were attending the NAB trade show in Las Vegas, we witnessed the software on a hardware-accelerated machine. One year later, Amber Technology concluded negotiations to represent Avid in the Australian market, with the first installation in Australia undertaken at Frameworks post-production in Sydney.” 

Having formerly held the exclusive distribution rights to Avid products until Avid re-entered the market in a direct capacity around 10 years ago, Amber Technology’s relationship continues as an Avid Elite Solutions Partner. 

With no less than four staff certified as what is known as an Avid Certified Support Representative (ACSR), Amber Technology boasts the largest number of ACSR personnel in Australia, covering the entire Avid video and audio portfolio. This manpower helps Amber build on its 30-year partnership with Avid as well as maintaining its reputation for successfully delivering Avid training to the Australian and New Zealand television and broadcast industry. 

Amber is also proud to have been the first company in Australia to have a certified Avid trainer and will underscore its status as an Avid Learning Partner – Professional with the addition of a qualified Avid Certified Instructor on staff, full-time, in the coming months. 

The new addition provides Amber Technology the ability to deliver Avid training at its purpose-built facility in Sydney or to design training programs and in-house specialised courses tailored specifically for customers’ needs. 

With a highly knowledgeable and experienced team of media systems experts, led by Ross Caston, General Manager Media Systems and Jon Sharp, National Sales Manager, Amber Technology offers unparalleled expertise in the broadcast industry, providing consultancy, system design and project management as well as comprehensive post-sales support via on-call technical personnel available 24 hours a day, seven days a week.



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