Atex announces that the Atex Polopoly Web Content Management system supports best-in-class integration with Avid’s new Interplay Pulse platform, enabling on-air and web journalists to work together to share assets and stories across broadcast, web and social channels.

Melbourne, FL (PRWEB UK) 1 August 2013

Atex ( is pleased to announce that the Atex Polopoly Web Content Management system now supports integration with Avid® (NASDAQ: AVID) Interplay® Pulse platform to help TV newsrooms easily deliver content to web and mobile channels resulting in accelerated reach, ratings and revenue.

Avid Interplay Pulse enables on-air and web journalists to share assets and stories by automating content sharing between Avid iNEWS® and the Atex Web CMS to improve overall asset re-use and minimize redundant content acquisition.

“In today’s highly competitive multi-channel media business, it’s important for news executives to deliver breaking news and updates to any TV, web or mobile devices that audiences are using at the moment,” said Lars Jiborn, Atex Vice President of Sales. “Atex has established a solid track record with our Web CMS platform in allowing broadcast companies to share content across all channels, and our integration with Interplay Pulse further automates the entire production workflow and distribution process.”

The Atex-Avid integration makes it simpler and more efficient for news staffs to report and distribute relevant, compelling stories. When Avid announced Interplay Pulse recently, Mukul Krishna, global director of the Digital Media Practice at Frost Sullivan, said, “Enabling a TV Everywhere experience is complex to say the least, especially as you try to integrate the content value chain from creation to multi-platform distribution. The challenge stems from trying to integrate different types of content, formats, and systems into a seamless and collaborative workflow – which can be expensive and time intensive. Avid Interplay Pulse helps overcome many of these traditional challenges by providing a platform that empowers journalists, producers, and other content stakeholders to publish directly to multiple platforms simultaneously. In doing so, it accelerates cycle time while gaining workflow efficiencies.”

The Atex Web CMS platform with Avid Interplay Pulse integration is available immediately. For more information, please contact info(at)atex(dot)com.

About Avid

Avid creates the digital audio and video technology that creative professionals use to make the most listened to, most watched and most loved media in the world – from the most prestigious and award-winning feature films, music recordings, and television shows, to live concert tours and news broadcasts. Some of Avid’s most influential and pioneering solutions include Media Composer, Pro Tools, Interplay, ISIS, VENUE, Sibelius, and System 5. Avid’s innovative digital audio and video solutions continue to revolutionize the art of creative storytelling, and have earned us hundreds of awards, including two Oscar statuettes, a Grammy and 14 Emmys. See

About Atex

Atex, headquartered in the UK with offices worldwide, is a leading technology company providing software and services for media-rich industries. Atex develops content management, advertising management and audience systems that enable companies to streamline operations and build multi-channel revenues. As a global company, Atex is committed to developing and delivering software products that are increasingly engaging, collaborative, targeted, contextually relevant, and available on demand. See

Avid, the Avid logo, Interplay, and iNEWS are trademarks or registered trademarks of Avid Technology, Inc. or its subsidiaries in the United States and/or other countries. The Interplay name is used with the permission of the Interplay Entertainment Corp. which bears no responsibility for Avid products. All other trademarks are the property of their respective owners.

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