Earlier this year Avid announced Kenna Hilburn as its new senior vice president of product. Recently Hilburn was promoted to Avid's new chief product officer, succeeding Tim Claman, who is leaving the company. At Avid, she will lead the product management teams, ensuring a unified and strategic approach to product development. “They were the first to do it within the online video space, and I was on the customer side, and built up the customer team,” she added. “But I do think that over time, these delineations between like media companies and just general enterprise…that's going to blur, because every company is becoming a media company, and every company is essentially broadcasting.