EditShare Expands Ultimate and FLOW Portfolios at IBC 2025
Expanded NVMe storage lineup and new FLOW automation tools deliver faster performance and smarter collaboration.
Amsterdam, 12 Septemver 2025 – EditShare, the technology leader that enables storytellers to create and manage media, is unveiling major product advancements at IBC 2025. From new NVMe storage options to powerful automation features in FLOW, the announcements underscore EditShare’s commitment to delivering high-performance, collaborative solutions for modern production and post.
FLOW Automation: Smarter Remote Collaboration with “Send to Site”
EditShare is introducing FLOW Automation’s new “Send to Site” task, designed to make moving media and metadata between locations faster, secure and more reliable. Built on EditShare’s Multisite architecture and Warp accelerated transfer services, Send to Site enables direct transfer of high-resolution media, proxies, and metadata between EditShare systems.
This removes the need for manual sidecar files or redundant proxy generation, saving time and reducing errors. Integrated with EditShare One, teams can schedule entire media space transfers, trigger automated workflows, or simply right-click and send assets between locations.
The feature has been hardened in demanding real-world deployments and is available now in FLOW 2025.2.0.
Ultimate EFS Field: More Capacity, More Power On the Go
First launched at IBC 2024, the Ultimate EFS Field portable NVMe-powered storage has been dramatically expanded for 2025. Now offering up to 122 TB of ultra-fast NVMe storage, EFS Field is built for capturing dailies, editing in the field, and keeping productions moving no matter where the shoot takes place.
The system’s airline-friendly design and rugged build make it ideal for mobile crews, while full integration with the EditShare multisite ecosystem ensures footage can be securely transferred back to base with SwiftSync.
EFS Ultimate NVMe: New Options for Every Workflow
EditShare is strengthening its NVMe lineup with three complementary options:
Ultimate 24 NVMe NodeNow shipping. This flagship NVMe solution delivers extreme bandwidth for uncompressed, file-per-frame workflows including 8K finishing. With over 24GB/s aggregate performance, it enables real-time DPX capture and playback previously limited to costly SANs.
Ultimate EFS NVMe Lite, debuting at IBC 2025. NVMe Lite offers a more accessible entry point to NVMe performance. Featuring 8 NVMe drives in a 2RU form factor, it delivers up to 14GB/s read throughput per node, making XOR-protected NVMe groups achievable at lower cost and scale.
Ultimate Hybrid NVMe/HDD Node. Also new for IBC 2025, this hybrid system combines NVMe performance with high-capacity HDDs in a single chassis. Users can define separate storage tiers, moving projects between HDD and NVMe as needed without downtime. The hybrid node is ideal for facilities balancing everyday 4K offline workflows with occasional ultra-high-bitrate finishing projects.
“Today’s creative teams need storage and workflow tools that are as flexible as they are powerful,” said Tara Montford, EVP Sales and Co- founder EditShare . “From high-capacity field systems to cost-optimized NVMe nodes and intelligent cross-site workflows, we’re giving customers more options to accelerate production while keeping collaboration front and center.”
Press Contact Katharine Guy katharine.guy@editshare.com
Boston, MA, and Prague, Czech Republic, Aug 21, 2025: EditShare, a leader in collaborative media storage and intelligent workflow solutions, and Octopus Newsroom, a global provider of newsroom computer systems (NRCS), today announced a fully integrated, end-to-end newsroom solution to be showcased at IBC 2025 in Amsterdam (September 12–15).
The partnership combines Octopus’ story-centric newsroom platform with EditShare’s high-performance media infrastructure, enabling news teams to plan, produce, and deliver stories with greater speed, scalability, and collaborative efficiency. The joint solution empowers broadcasters to meet the demands of today’s fast-paced, multi-platform news landscape.
A Unified Ecosystem for Modern Newsrooms
Octopus NRCS is built for story-first production, supporting everything from single-channel broadcasters to global networks. With more than 100 third-party integrations via MOS protocol and APIs, Octopus enables real-time script editing, rundown management, and publishing to broadcast, digital, and social channels. Its open approach ensures compatibility with studio automation, playout, graphics, and AI-driven tools, giving journalists the flexibility to focus on storytelling.
EditShare complements this with robust media infrastructure, including:
EFS Shared Storage is a media-engineered file system delivering more than 20GB/s throughput and scaling beyond 20PB. High-availability configurations and native drivers for Adobe Premiere Pro, Avid Media Composer, and DaVinci Resolve ensure uninterrupted collaboration for editing teams.
FLOW Media Asset Management automates ingest, proxy creation, versioning, and AI-driven metadata tagging. Integrated with Octopus, FLOW accelerates content search and retrieval, giving journalists immediate access to assets during breaking news.
Multi-Channel Ingest captures satellite, field, and agency feeds for instant use in scripting, editing, and playout.
Vbox Rundown Integration connects directly with Octopus via MOS, allowing producers and directors to manage rundowns, preview assets, and adapt live output in real time.
Together, the two systems create a connected newsroom environment that allows teams to gather, edit, and deliver content faster, with confidence and flexibility at every stage.
Why It Matters for Newsrooms
The joint solution addresses key challenges facing today’s news operations:
Speed: Multi-channel ingest, NVMe-powered storage, and FLOW automation provide instant access to high-resolution assets, cutting prep time for editing and publishing.
Collaboration: Journalists, editors, producers, and directors can work in parallel across locations, supported by native integrations between Octopus and FLOW, enabling instant asset access and synchronized rundowns.
Scalability: From 32TB to more than 20PB, EditShare infrastructure grows with newsroom demand, from local stations to 24/7 global networks.
Open Ecosystem: Over 100 MOS and API integrations, including AI transcription, graphics, and playout, ensure future-ready workflows.
“Octopus NRCS is built to meet the demands of modern journalism, where speed and collaboration are critical,” said Gabriel Janko, COO of Octopus Newsroom. “Our partnership with EditShare at IBC 2025 showcases how our open ecosystem, combined with EditShare’s high-performance storage and asset management, delivers a unified platform that lets newsrooms focus on storytelling, not technology. This integration enables journalists to break news faster while maintaining creative control across all channels.”
“EditShare’s mission is to provide media teams with tools that accelerate workflows and foster collaboration,” said Tara Montford, EVP Sales and Co-Founder of EditShare. “At IBC 2025, our integration with Octopus NRCS demonstrates a true end-to-end solution for newsrooms. By combining EFS’s high-availability storage, FLOW’s intelligent media management, and Vbox’s MOS-driven rundown capabilities, we’re enabling broadcasters to deliver high-quality news with agility and confidence, no matter the scale.”
Experience It at IBC 2025
Visit Octopus Newsroom at Stand 6.C12 and EditShare at Stand 7.A35 to see the solution in action. Live demos will showcase the full workflow, from ingest and planning to scripting, rundown management, and playout, highlighting how the two companies are empowering news teams to deliver compelling stories faster across every platform
To book time with us at the show, please click here
About EditShare
EditShare is an Emmy Award-winning technology leader, supporting storytellers through collaborative media workflows across on-premise, cloud and hybrid architectures. It offers scalable storage and collaboration for media businesses and at every stage of the video production process from storyboarding to screening.
The software is inherently open, encouraging workflow collaboration, third-party integrations and content sharing across the entire production chain. Where required, the software is backed by high performance, high availability designed specifically for the demands of media storage, management and delivery. The comprehensive offering covers multi-level content storage for production and post, along with innovative asset and workflow management software, plus specialized and highly valued tools for content review and distribution, the creation of customized and branded pitch reels, and secure preview of high-value pre-release content.
About Octopus Newsroom Octopus Newsroom is a global leader in newsroom computer systems, offering Octopus 12 NRCS and iReporter User-generated content platform for modern news production. With over 400 customers worldwide, Octopus supports flexible, story-centric workflows and integrates with over 100 broadcast technologies, empowering newsrooms to create and publish efficiently.
Boston, MA, 1 August 2025 – At IBC 2025, EditShare debuts the next evolution of its platform, built for media teams that demand real-time collaboration, AI-driven post, lightning-fast media-aware storage, and easy-to-use hybrid workflows. From post and sports to news and archiving, EditShare blends technical muscle with creative flexibility. Visit Booth 7.A35 to see how we’re pushing performance and energy efficiency, without sacrificing adaptability
What You’ll See at IBC
What’s New at IBC 2025
Expanded EFS Storage Solutions EditShare will premiere the latest Ultimate EFS Nodes, optimized for high-performance media workflows at any scale. Preview all-NVMe systems tailored for demanding 8K, VFX, and DI tasks. The newest EFS Field, portable, rugged, and now offering greater capacity, live ingest, and secure, verified media transfer, will also be featured. Additional updates to the Ultimate EFS lineup will be announced exclusively at the show, offering a hands-on look at the future of production workflows.
Next-Generation Collaborative Workflows Discover EditShare’s advances in collaborative workflows: MediaSilo’s integration with Louper enables real-time, frame-accurate review sessions without lag, downloads, or version confusion, allowing global teams to comment and approve instantly. A live Atomos Camera to Cloud demonstration will show proxy uploads directly into MediaSilo for immediate access, accelerating fast-turnaround projects.
Integrated Specialist Workflows On-booth demos showcase powerful integrations: Lasergraphics 5K 16-bit DPX film scanning with EFS, frame-accurate NDI ISO ingest with multi-channel recording, and comprehensive newsroom collaboration with Octopus.
“From green performance at scale to workflow flexibility across post, production, and archive, we deliver innovation shaped by customer insight,” said Tara Montford, EVP of Sales and Co-Founder of EditShare. “Whether you’re scaling up, streamlining reviews, or refining remote workflows, our solutions help teams move faster, collaborate better, and reduce friction. We look forward to showcasing these advances in Amsterdam.”
To book time with us at the show, please click here
About EditShare
EditShare is an Emmy Award-winning technology leader, supporting storytellers through collaborative media workflows across on-premise, cloud and hybrid architectures. It offers scalable storage and collaboration for media businesses and at every stage of the video production process from storyboarding to screening.
The software is inherently open, encouraging workflow collaboration, third-party integrations and content sharing across the entire production chain. Where required, the software is backed by high performance, high availability designed specifically for the demands of media storage, management and delivery. The comprehensive offering covers multi-level content storage for production and post, along with innovative asset and workflow management software, plus specialized and highly valued tools for content review and distribution, the creation of customized and branded pitch reels, and secure preview of high-value pre-release content.
Press Contact Katharine Guy katharine.guy@editshare.com
What’s Working, What’s Broken, and What’s Next
A System Under Strain
The way creative teams review and approve video content hasn’t kept up with the speed and complexity of modern production. What was once a straightforward process to send a cut, get feedback, make changes has turned into something much messier. More stakeholders. Tighter timelines. Higher expectations for security and speed. And yet, many of the tools teams rely on still reflect an outdated reality.
After speaking with dozens of post-production professionals, editors, and creative teams, one clear theme emerged. Review and approval is one of the biggest bottlenecks in modern video production. Not because it’s inherently complex, but because the tools meant to support it often create as many problems as they solve.
The Three Jobs of Review & Approve
At its core, every review and approval workflow exists to do three things:
Make sharing easy and reliable. Creators need to distribute content quickly, without worrying about slow uploads, playback issues, or access problems.
Ensure control and security. Teams need to know who has access, who has seen what, and ensure that sensitive content stays protected from leaks or unauthorized distribution.
Gather feedback efficiently. The review process should capture input in a way that’s structured, clear, and actually moves the project forward.
When these jobs are done well, creative teams stay focused on the work instead of fighting the process. When they break down, frustration sets in, deadlines slip, and teams resort to workarounds that only make things worse.
Job 1: Make Sharing Easy and Reliable
At its best: Content reaches the right people without login friction, playback issues, or speed bumps. Sharing and access happen without unnecessary delays.
At its worst: The simple act of sharing a video turns into a technical problem. Uploads stall, links break, playback stutters, and creatives become the de facto IT support for their own projects.
How this job actually gets done:
Despite all the emphasis on software tools that capture feedback and share iterations, this job (simply getting your content into the hands of external collaborators) is the foundation. If you can’t do this (without problems, snags, or turning yourself into the IT handyman who unsticks the process), everything else stops.
Speed and reliability matter more than a slick interface. If the tool creates friction in sharing, teams will revert to email and cloud storage workarounds.
Where tools fall short:
Slow load times and buffering kill momentum. If a video stutters or fails to load, reviewers disengage and feedback slows down.
Uploads and downloads take too long. One team told us they nearly missed a live event deadline because their existing platform locked them out of a critical file at the last minute.
Playback isn’t universal. Teams need their content to work across desktop, mobile, and bad WiFi connection without needing re-exports at different quality levels.
Job 2: Ensure Control and Security
At its best: The team knows exactly who has access to what, security settings are intuitive, and no one loses sleep over leaks or unauthorized sharing.
At its worst: Review links get passed around unchecked, high-value content ends up in the wrong hands, and teams don’t know if their work-in-progress has been accessed by the right people.
How this job actually gets done:
Security is about confidence. Teams need to know that once they share a file, it won’t be accessed by the wrong people or left exposed by default settings.
Granular control over who can view, download, and share files matters just as much as how fast a video loads. Teams want default settings that ensure security without extra steps, easy ways to manage permissions on the fly, and real-time visibility into who has accessed what.
Control can also mean visibility – for instance, one customer we talked to deals with over 100+ external distribution partners that get sent dozens of assets before a live telecast. Being able to accurately track who has viewed the assets (and who hasn’t) is vital for getting ahead of broadcast issues (and ensuring SLAs are met).
Review links that get forwarded too easily. If content can be accessed by “anyone with the link,” teams lose control over who sees their work-in-progress.
Limited visibility into who’s watched what. Teams need better insight into whether the right people have accessed their content, not just vague view counts.
Job 3: Gather Feedback Efficiently
At its best: Feedback flows naturally, whether it happens inside the platform or elsewhere. Every note is clear, relevant, and easy to act on.
At its worst: Comments are scattered across emails, Slack messages, and spreadsheets. Reviewers hesitate to leave feedback because the process is too rigid or clunky.
How this job actually gets done:
Some feedback will always be gathered outside the platform. The higher the seniority of the external stakeholder, the less likely they are to leave comments “in the app.”
Tools that force a single, rigid review workflow create more problems than they solve. The platforms that embrace flexibility—acknowledging that there is no universal best workflow—stand to win.
Where tools fall short:
Logins create friction. External clients and executives don’t want to create an account just to leave a comment, so they default to email.
Feedback tracking is inconsistent. Some tools don’t let reviewers easily pinpoint exact sections of a video, leading to vague, hard-to-follow notes.
Too much structure slows things down. Teams bypass formal review tools because rigid workflows add unnecessary steps when they just need quick input.
What’s Next for Review & Approve Tools?
The next generation of review & approve workflows won’t just replicate existing processes with better UI. They’ll solve the deeper inefficiencies that frustrate teams today. Based on what we’re hearing, here’s where things are headed:
Security as a default, not a luxury. Teams shouldn’t have to pay extra just to know who’s watching their content or to ensure content doesn’t get into the wrong hands.
Feedback that works flexibly inside the app and beyond. The best tools acknowledge that review workflows happen across multiple channels and make it easy to consolidate input.
More automation that keeps things moving. Teams need tools that don’t just store feedback but actively help progress a project, whether through automated notifications, approval workflows, or smart routing of tasks.
Final Thoughts
After so many conversations with creative teams, one thing is clear: review and approval isn’t just about technology it’s about how work actually gets done. The best tools make sure the parts of the workflow that “just have to work” don’t even need to be thought about, and they acknowledge that different teams get feedback on their work in different ways.
The future of review and approval isn’t about adding more features—it’s about removing friction. The teams getting this right aren’t just adopting new tools; they’re embracing smarter, simpler workflows that help them move faster, stay secure, and focus on the work that matters.
Creative teams using MediaSilo can share, review, and get feedback on their content without friction, ensuring their work reaches the right people, stays secure, and moves forward without unnecessary delays.
Why Timely and Efficient Content Review Matters For creators, studios, and networks, securing early reviews for pre-release video content is crucial for building buzz and setting up a successful release. However, one of the biggest challenges in this process is making sure your content reaches the right reviewers and is actually watched in a timely manner. Without an efficient system in place, pre-release content risks getting lost in cluttered workflows, leading to missed deadlines, fewer reviews, and ultimately, less exposure for your film or show.
Press reviewers often get bogged down juggling multiple logins across different screening platforms, slowing them down and delaying coverage. That friction can undercut your release strategy. Screeners.com streamlines the process by centralizing all your pre-release content in one secure, easy-to-access dashboard, making it faster for reviewers to watch and easier for you to stay on schedule.
How Can You Ensure Reviewers Watch and Cover Your Content? One of the most common concerns content owners have is: How can I make sure my pre-release content gets seen and reviewed on time?
The key is to provide an intuitive, efficient platform that helps reviewers:
Quickly find and access new and relevant content.
Track what they’ve watched and what still needs to be reviewed.
Organize their workflow around deadlines and publishing schedules.
Navigate an intuitive interface that keeps their focus on reviewing rather than troubleshooting.
What to Look for in a Screening Platform When selecting a platform to share your pre-release content, ask yourself:
Does it make it easy for reviewers to find and access my content?
Does it help reviewers track their progress and stay on top of deadlines?
Does it provide strong security features like DRM and watermarking?
Is the user experience seamless, encouraging more engagement?
The Press Reviewer Dashboard is designed with these needs in mind, ensuring that your content is seen, reviewed, and covered on time.
How the Press Reviewer Dashboard Helps Your Content Get Reviewed The Screeners.com Press Reviewer Dashboard is designed for a seamless reviewer experience, making it easier for them to engage with your content in a timely manner. Here’s how it benefits you:
A Personalized Homepage: Categorizes content by What’s New, Continue Watching, Expiring Soon, and Watchlist—ensuring it stays top-of-mind for reviewers.
‘Add to Watchlist’ Functionality: By saving your content to their Watchlists, reviewers can prioritize it in their workflow and ensure it doesn’t get lost.
Clear Tracking of Watched vs. Unwatched Content: Clear indication of watch progress in our UI helps reviewers determine at a glance what they’ve watched versus what they need to complete.
Fast, Intuitive Navigation: A sleek, modern interface keeps reviewers focused on the content, making it easier for them to engage with your material.
Why Screeners is the Right Choice for Content Owners By modernizing the reviewer experience, Screeners makes it easier for press professionals to engage with your content, stay organized, and meet their deadlines. With a platform that prioritizes efficiency and usability, you can be confident that your pre-release materials will get the attention they deserve.
Ready to ensure your content gets reviewed on time? Try the Press Reviewer Dashboard and experience the difference.
Boston, MA – 1st May 2025 — EditShare®, a global leader in collaborative media workflow solutions, will unveil its latest advancements at CABSAT 2025, delivering a new standard for performance, scalability, and intelligence across creative production environments. Live demonstrations at Booth S1-D20 will spotlight the newUltimate EFS Field, a revolutionary, portable NVMe-based storage platform engineered to provide production-proven performance and simple multi-site collaboration from on-set to the studio.
Headlining the showcase is the Middle East debut of FLOW AI, powered by FLOW Ultimate GPU engines. Built as a multimodal intelligence engine, FLOW AI transforms media workflows with state-of-the-art capabilities including multi-language speech-to-text (STT) transcription, scene detection, facial recognition, logo detection, and advanced OCR (optical character recognition). By combining high-speed asset management with intelligent automation and accelerated smart tagging, FLOW AI arms creative teams to find, organize, and deliver content faster, smarter, and at a global scale, obliterating old production bottlenecks and setting a new standard for speed, precision, and domination in modern media
For asset management, the new FLOW Core Unlimited licensing model removes seat restrictions, allowing media organizations to onboard users instantly and scale operations on demand. From boutique studios to global production houses, FLOW Core delivers true operational flexibility and scalability without limits
In addition to these headliners, EditShare will highlight:
An advanced newsroom workflow integration with leading NRCS vendor Octopus, delivering fast-turnaround, collaborative journalism for modern news teams.
All EFS nodes now feature multi-channel Live NDI support, enabling real-time, high-performance live production.
The stunning All-in-One 410, redefining compact storage with up to 600TB of raw capacity per node ideal for facilities demanding big performance in tight spaces.
The debut of expanded storage capacities across the entire EditShare solution portfolio, providing even greater flexibility for high-volume, high-performance environments.
“At CABSAT 2025, we’re bringing the full force of EditShare innovation,” said Tara Montford, Co-Founder and EVP of Sales at EditShare. “From blazing-fast performance to limitless scalability and smart automation, we’re empowering creative teams to tell bigger, bolder stories faster and from anywhere.”
EditShare staff will be on hand at CABSAT to talk about all of the latest enhancements, find out more on stand S1-D20 at CABSAT, or click here to get in touch.
About EditShare
EditShare is an Emmy Award-winning technology leader empowering storytellers with collaborative media workflows designed for on-premise, cloud, and hybrid environments. Its scalable storage and collaboration solutions support media businesses at every stage of video production, from storyboard to screen.
With an open architecture, EditShare fosters workflow collaboration, third-party integrations, and content sharing across the entire production chain. Its high-performance, high-availability design meets the rigorous demands of media storage, management, and delivery. The comprehensive suite includes multi-tiered content storage for production and post-production, innovative asset and workflow management tools, specialized features for content review, secure preview of pre-release materials, and the creation of customized branded pitch reels, ensuring a seamless and secure media production process.
In the high-stakes world of media and entertainment, where million-dollar productions rely on collaboration with users dotted in different locations, the last thing you need is a cybersecurity breach to derail your project. Whether it’s leaked scripts, stolen footage, or unauthorized access to sensitive or valuable files, the threat landscape is evolving—and your storage solution could be the weak link.
Meet EFS: the media-engineered file system that guards your assets with the precision and security of the crown jewels in Buckingham Palace. Here’s why it’s the ultimate gold standard in media protection.
Layers of Defense: It’s Not Just Storage, It’s a Fortress
When it comes to protecting your media, EFS doesn’t settle for basic folder-level locks. Instead, it builds a fortress around your content with granular control over users and permissions. Think of it as putting layer upon layer of virtual walls between your assets and potential threats. Only authorized users can access what they need—nothing more, nothing less.
And it’s not just about keeping the bad guys out; unique, permission-based media spaces ensure that even internal collaborators only see what’s relevant to them. No accidental “oops” moments. No prying eyes. Total peace of mind.
SOC 2 Compliance: Trust Backed by Certification
For those who need proof that EditShare EFS walks the talk, the platform is SOC 2 certified. This means it meets the highest standards for data security and operational integrity. Whether you’re a film studio, a post-production house, or a media broadcaster, this level of compliance ensures you’re working with a storage solution that doesn’t compromise on safeguarding your data.
Real-Time Auditing: Your All-Seeing Eye
Ever wonder who touched what, when, and where? With real-time auditing, you no longer have to. EditShare EFS keeps meticulous logs of every interaction with your media and makes it accessible in real time. Whether it’s an editor downloading a file or someone attempting unauthorized access, you’ll know about it instantly. It’s like having a 24/7 surveillance system tailored for your storage.
This not only deters malicious behavior but also helps you stay proactive in preventing potential breaches. If someone even dreams of messing with your content, you’ll know about it before they finish their coffee.
Granular Control: A Tailored Security Blueprint
EditShare EFS takes user management to the next level with its granular control features. You can define access rights down to the tiniest detail, ensuring that every user gets the exact level of permission they need. No more worrying about the intern accidentally stumbling upon sensitive pre-release footage or the marketing team accessing files meant for post-production.
By creating customized permission levels, you reduce the risk of accidental leaks and simplify workflows without compromising security.
What If They Break Through?
Even in the event that someone is Indian Jones and got through everything, EFS fully supports CrowdStrike deployments on its nodes, providing world-class threat detection and response. It’s an added shield against even the most sophisticated cyber threats.
Why It Matters
From financial losses to reputation damage, the cost of a breach is too high. EditShare EFS puts walls between your content and cyber threats, letting you create in confidence.
Don’t leave your media’s security to chance. Let EditShare EFS protect your creativity and keep your projects safe from prying eyes.
Short answer: No. At least not anytime soon. But let’s break it down before we start. And, no, AI didn’t write this!
The Rise of AI in Video Editing
AI tools like automated cuts and colour grading, have come a long way. They’re great at tasks that are repetitive or rule-based—like trimming dead air from a podcast or suggesting music that’s “epic, yet sad.” We can see the introduction of Adobe Firefly , letting editors add clips into their timeline
But let’s not kid ourselves: AI isn’t Spielberg. It’s more like a well-meaning intern. Sure, it can save you time on basic edits, but it’s not going to master storytelling, artistic creativity, or that gut feeling that makes a good story truly great.
What AI Can’t Do (well not yet anyway )
Craft Emotionally Driven Stories. AI can recognize patterns, but it can’t feel. It doesn’t know why a certain pause in dialogue creates tension or why a fade to black might leave the audience breathless.
Adapt to Creative Chaos. Video editors know the struggle: clients with last-minute changes and “artistic” feedback like, “Can you make it pop more?” AI doesn’t do well with vague directions or managing human drama.
Understanding Cultural Nuance. Editing is about more than splicing clips—it’s about connecting with an audience. At the end of the day, AI is just connecting you with data. You still need to give it meaning.
What Video Editors Should Embrace
AI isn’t here to replace you; it’s here to make your life easier. Think of it as your tireless assistant:
Need captions in 12 languages? AI’s got you.
Boring first pass on raw footage? Let AI tackle it while you grab a coffee.
Color matching across hundreds of clips? Done in minutes.
Use AI for the grunt work, and focus your energy on the creative magic that only you can bring.
AI, its good and powerful
AI is a powerful tool, but a tool is only as good as the person wielding it. Until machines develop intuition, emotion, and a sense of humor (which, let’s face it, isn’t likely), skilled video editors are safe.
So, no, AI isn’t coming for your job—it’s coming to help you with your deadlines and maybe leave work early. You’re still the master of the timeline. And this was written by an Editshare employee!
Brad Turner, CEO, EditShare
Big trade shows like NAB have a way of overwhelming the senses. Big booths, bold claims, bright lights, nonstop conversations. I usually come home with a hoarse voice and a need for a nap.
This year is no different, but I’m also coming home with something else: a renewed sense of energy and conviction that we’re on the right path at EditShare.
It wasn’t just about what we showed at the booth. What struck me most was what I heard. Over and over, from both partners and customers, the feedback was simple and consistent:
“You guys really listened.”
That feedback landed deeply with me. Because over the past year, we’ve made a deliberate shift here at EditShare. Not just in our product roadmap, but in how we gather and respond to input from the people who matter most.
Here are a few examples of what that looks like in practice – and what stood out to me most from this year’s show.
FLOW AI: Built From Real Workflows – Not Buzzwords
AI dominated the show floor this year. Some of it was exciting. A lot of it was still pretty vague.
At EditShare, we’ve done our best to stay grounded and pragmatic. Our approach to FLOW AI starts by solving simple, painful problems like searching archives, tagging footage, finding things like logos and extracting metadata that makes your content easier to work with.
What we showed at NAB is just the beginning of our journey into AI. We decided to forgo flashy solutions with voice commands and lifelike avatars for ones that simply make real workflows better: a producer watching their media library come to life because it was finally searchable.
“This makes our archive worth something again,” a booth visitor told me. That made my day.
We’ve focused on speed too. FLOW AI can now process video at 10% of real time, as in, a one-hour file is analyzed in six minutes. That puts teams closer to playback, closer to publishing, and closer to the moment. And its being powered by fast GPU engines
We’ve paired that speed with predictable pricing: a flat-rate annual license, so teams can budget without worrying about usage-based fees or confusing credit systems that are difficult to track.
AI is the hot topic, but most AI today doesn’t live up to the hype. Some tools miss faces, misidentify scenes, or fall apart without us pre-training on your content. That’s why we’re building FLOW AI to understand your media and the way your team talks about it, so it’s not just another feature, it’s a tool you can trust.
Automation: The Quiet Win That Saves Hours
AI may be the star right now in the world of video, but we believe automation is still the hidden hero.
We kept hearing from teams at NAB: there’s still too much time spent getting footage off drives, transcoded, and organized for editing. Hours each week (sometimes more) go into tasks like these tasks that shouldn’t require near this much manual effort.
Even a few simple automations (a great ~5 minute demo of some of our most popular automations can be found here) can give you most or all of that time back. During busy delivery periods, we’ve seen teams reclaim entire days out of their week, simply by automating the manual stuff and getting to the actual editing much faster.
That’s why we’ve made automation in FLOW easier to trigger, easier to configure, and easier to try. Now a creative can simply right click and trigger an Automation workflow.
MediaSilo: Simpler, Clearer, and Easier Than Ever To Get Started
MediaSilo has always had a strong foundation. But we suspected the value was buried behind one-size-fits-most tiering and sub-optimal positioning that we just couldn’t find the time to revisit.
But before making any product changes, we went deep with our happiest customers—teams who use MediaSilo every day and couldn’t imagine switching. We asked them about three things:
Feedback had to be intuitive and flexible whether in the app or via email/slack.
Simple pricing and strong integrations were what sealed the deal.
Armed with that clarity, we kept investing. Not only in positioning, but also in the product itself. Here are a few recent updates:
Bulk Download for Review Links – Download large batches of content, with full folder structure, even without a login. Faster, more reliable, no account required.
HQ Proxy Playback – Choose from multiple resolutions, from 720p to 8K, for faster streaming or higher-quality previews.
DaVinci Resolve Panel – Browse, import, and share media directly from inside Resolve. Feedback flows directly back into the edit.
More to come later this year. We’re making MediaSilo easier to adopt, easier to use, and better integrated into how post teams already work – without all the confusing gotcha pricing or “only with enterprise” feature-gating that other collaboration tools force you into.
When Times Get Tough, Make the Value Obvious
Despite our optimism, the video industry is still under pressure. The Devoncroft team shared some data at NAB that suggested a 10 point margin decrease in the largest content creators over the past 10 years. That kind of pressure isn’t reserved for the big guys. And in that kind of environment, every purchase is scrutinized. It isn’t enough anymore to sell something valuable. That value has to be obvious. In an environment like this one, it has to be unmissable.
In the never-ending work of pulling ourselves out of technical specs and trying to make that value clearer, I’ve been thinking a lot about the contrast between two hypothetical production teams: One still stuck doing things the old way. And one actually taking advantage of everything we’ve built.
How differently would those teams operate? What would it feel like to be part of each?
Really different, it turns out. Here’s a simple example.
The Old Way
New Way with EditShare
1. Getting Organized
Wait a day (or more) to download, organize, and prep files by hand
Trigger a FLOW automation to ingest, sort, QC, rename, and get files ready to edit automatically
2. Finding What You Need
Manually label clips, dig through folders, or rely on memory
FLOW AI makes media searchable right away—no tagging, no guessing, and trained on what you care about
3. Working Remotely
Ship drives overnight, sync footage manually, or bounce between tools to hack together a remote workflow
Generate proxies, collaborate in real time, and share in-progress work—all in one environment, from wherever you’re working
This is what “doing more with less” actually looks like.
With less waste in the system, you can bid on more projects, deliver edits faster, and keep your team from burning out or worse, looking around.
You’re not waiting a full day to download, transcode, and organize raw footage—you’re starting to select the same morning the shoot wraps.
You’re not tying up your lead editor answering emails about version 3_1_FINAL_FINAL.mov—you’re sending a MediaSilo link that lets the client leave timecoded feedback right in the player.
You’re not wondering if your assistant labeled that clip “INT_BTS_camB” or “Interview2_Greg”—FLOW AI tagged it with “Greg,” “backstage,” and “cinema camera B” the moment it hit storage.
You’re not setting alarms to check if files uploaded overnight you get a Slack ping when the automation finishes, and everything’s where it needs to be.
In a tighter market, these aren’t nice-to-haves. They’re what let your team take on more work without working more hours.
Why do I bring this up? Because after a few laps around the show floor, you start to notice something: if you walk fast enough past all the booths and screens, a lot of what’s being exhibited starts to look the same. Slick, dark-mode-everywhere UI. Big claims. Buzzword bingo.
That’s why I’ve been laser-focused leading up to this week on making the value in what we do obvious. I don’t want the life-improving magic in our products to get lost in the noise.
And because based on what we heard from customers and partners at NAB people who’ve seen both the before and after I’m more confident than ever that we’re on the right track.
A Moment That Stuck With Me
A quick shoutout: In the days before the show kicked off, I watched Adam Lewiston, our Global Pre-Sales Technical Manager, lead our booth’s technology setup and our final demo prep. He didn’t just manage our pre-sales logistics – he ran a bootcamp. Our teams drilled, recorded and re-recorded their demos until they were tight and consistent. That kind of leadership made a real difference. I know our customers and prospects noticed. I sure did. Great job, Adam.
Thanks for following along. Whether you’re recovering from NAB too, or just getting going with your own Q2, I hope you have a great week.
Brad
Want to learn more about the latest innovations released at NAB 2025?
From ultra-fast storage to AI-powered media management, EditShare’s latest advancements set new standards for workflow efficiency
Boston, March 11, 2025 – EditShare, the leading name in collaborative media workflows, is set to make waves at NAB 2025 (booth SL4216, Las Vegas Convention Center, 6 – 9 April) with exciting new innovations that will redefine media storage, workflow efficiency, and AI-driven content management.
Following on from the Ultimate series well-received debut at IBC 2024, EditShare’s latest advancements will now make their U.S. premiere in Las Vegas. Attendees can expect a firsthand look at the next generation of media storage solutions, offering remarkable speed and scalability to support a variety of production environments. Whether it’s boutique post-production studios or major broadcast networks, EditShare’s latest solutions are designed to empower creative teams with unparalleled performance and workflow efficiency, backed by powerful security features.
Beyond storage, EditShare is rolling out significant upgrades to its intelligent media management tools. These enhancements will streamline how media professionals handle, process, and locate their assets making workflows faster, smarter, and more intuitive.
Clients will see noticeable gains in speed and performance across the entire product line, alongside major OS upgrades that improve reliability and ease of use. And with new, competitive pricing, EditShare is making high-end media solutions more accessible than ever before.
One of the must-see demonstrations at NAB 2025 will showcase the direct integration of EditShare’s high-performance NVMe storage with cutting-edge film scanning technology from Lasergraphics. This live presentation will highlight the system’s ability to handle high-resolution media, reinforcing EditShare’s commitment to pushing the boundaries of what’s possible.
“Our goal has always been to give media professionals the tools they need to create, collaborate, and deliver with ease,” said Brad Turner, Chief Executive Officer of EditShare. “The advancements we’re bringing to NAB 2025 demonstrate our dedication to helping our customers stay ahead of the curve. With faster speeds, smarter workflows, and better value, we’re changing the game.”
Visitors to NAB 2025 are encouraged to stop by EditShare’s booth for live demonstrations and an exclusive look at the future of media workflows.
For more information on EditShare solutions, please click here to get in touch. Or book a meeting with us at the show here.
About EditShare
EditShare is an Emmy Award-winning technology leader empowering storytellers with collaborative media workflows designed for on-premise, cloud, and hybrid environments. Its scalable storage and collaboration solutions support media businesses at every stage of video production, from storyboard to screen.
With an open architecture, EditShare fosters workflow collaboration, third-party integrations, and content sharing across the entire production chain. Its high-performance, high-availability design meets the rigorous demands of media storage, management, and delivery. The comprehensive suite includes multi-tiered content storage for production and post-production, innovative asset and workflow management tools, and specialized features for content review, secure preview of pre-release materials, and the creation of customized branded pitch reels, ensuring a seamless and secure media production process.
