Avid has developed its Social Media Hub to enable native integration with MediaCentral | UX, the cloud-based web front end to the Avid MediaCentral Platform.
The development allows journalists and editors to retrieve, modify and filter social media content within the same interface they use for all other editorial tasks.
The integration gives Avid’s Social Media Hub users the ability to work in a cloud environment, from any browser-based device.
Social Media Hub enables broadcasters to collect, filter, moderate, and aggregate user-generated and shared content alongside their programming as well as engage with audiences by providing a feedback channel that allows them to interact with the broadcast.
It also allows user to automatically publish their content to social media in parallel with the on-air broadcast. Users can monitor, filter, moderate, and prioritise incoming feeds from Facebook, Twitter, and other social channels to see what people are saying and sharing, and easily present the best posts as graphic elements on air.
“In today's media environment, broadcasters need to maximise audience engagement by interacting directly with them and incorporating their perspective into broadcast programs,” said Alan Hoff, vice president, Market Solutions, Avid.
“Social Media Hub’s integration with MediaCentral | UX gives broadcasters insight about viewers’ thoughts and opinions, and enables them to incorporate viewer’s social posts into their broadcasts, making their shows more personal and engaging through viewer interaction, and raising the visibility of their brand.”