Contrary to yesterday’s announcement indicating that Avid were making a choice for Pro and Enterprise markets, it would appear that is not the entire story.

We’ve learned that at least 38 jobs in Pro and Enterprise are ‘at risk’, this is where staff are officially told to be aware that their job isn’t secure.

Key people like Sam Bogoch, until this week Director, Worldwide Enterprise Sales Programs have changed their profile to TBD. His role was described as ‘I was responsible for business development for our IME (Integrated Media Enterprise) products at Avid… co-led interdisciplinary Interplay Active Archive solution team which recently introduced a cost-effective configuration of Avid’s Interplay MAM technology.’ This couldn’t be further from bottom end retail if you tried.

This kind of move does seem to contradict the indication that Avid are moving to a Pro and Enterprise market.

Avid are yet to comment on this anomaly.