Pinnacle Systems Launches New Mobile Media Product Line; New Line Offers Fast and Easy Way for Consumers to Enjoy Videos on the Go

Business Wire, March 1, 2006

TEWKSBURY, Mass. -- Avid Technology, Inc. (NASDAQ: AVID) today announced that its consumer division, Pinnacle Systems, has introduced new software solutions that allow mobile device owners to easily manage and transfer rich media content from their personal computer to their favorite portable device, including Sony PlayStation Portable (PSP) and Apple Video iPod. With the new Mobile Media line, consumers can take full advantage of their digital video content by converting their movies, TV shows and other media files to a playable format compatible with personal portable devices.

"Mobile devices are emerging rapidly to offer consumers a wide variety of digital entertainment options, including games, photos, music and video. At the same time, the market is lacking simple, integrated applications that can manage, transcode and transfer all of this content to PSP and iPod devices," said Jeff Hastings, general manager for Pinnacle Systems. "Our new Mobile Media Maker and Mobile Media Manager software products solve these problems, allowing virtually anyone to upload video and other media files to PSPs or iPods with great ease."

Pinnacle's new Mobile Media line helps users easily move digital content between devices so they can take their favorite movies, TV shows or photos anywhere they go. The new products in the Mobile Media line include:

--Mobile Media Maker - A simple and easy application that allows consumers to convert video files to iPod and PSP compatible formats.

--Mobile Media Manager - An integrated application that helps convert and transfer media files to PSPs, iPods or DVDs. With this solution, customers can easily organize their photos, music, audio, and video and create playlists.

Pricing and Availability

Pinnacle's Mobile Media products are expected to be available worldwide at the end of April 2006 through the Pinnacle Systems website (www.pinnaclesys.com) and at major retailers such as Best Buy, Circuit City, CompUSA, and Fry's Electronics. The Mobile Media line is also expected to be available at e-tailers such as Amazon.com, Dell.com and TigerDirect.com. Product prices begin at the USMSRP of $29 for Mobile Media Maker, and $49 for Mobile Media Manager.

About Pinnacle Systems, Inc.

Pinnacle Systems, Inc., a wholly-owned subsidiary of Avid Technology, Inc., is an industry leader in providing a complete set of home video editing tools for the consumer market. The company's product lines, including Pinnacle PCTV(TM), Dazzle(R), Pinnacle ShowCenter(TM), Pinnacle Studio MediaSuite(TM), and its flagship Pinnacle Studio(TM) line, cover the needs and requirements of everyone from entry-level to intermediate and advanced video storytellers. Pinnacle Systems has received nine prestigious Emmy(R) Awards for its technical innovations and carries the commitment to help consumers enhance, preserve and share their memories with ease. For more information, visit www.pinnaclesys.com.

(C) 2006 Avid Technology, Inc. All rights reserved. Product features, specifications, system requirements and availability are subject to change without notice. All prices are subject to change without notice. Contact your local office or reseller for current or local prices. Avid(R) is either a registered trademark or trademark of Avid Technology, Inc. in the United States and/or other countries. Pinnacle Systems, the Pinnacle Pinwheel logo, Pinnacle PCTV, Dazzle, Pinnacle ShowCenter, Pinnacle MediaSuite, and Pinnacle Studio are either registered trademarks or trademarks of Pinnacle Systems, Inc. in the United States and/or other countries. Emmy is a registered trademark of ATAS/NATAS. All other trademarks contained herein are the property of their respective owners.