What I think AVID should have done

Personally I think AVID should have bit the bullet and pulled the price of Media Composer to $1000 to fight Premiere Pro (I don’t think they need to fight FCP X) and gain market share back. The $1000 that Apple charged for FCP 7 was really a sweat spot and other apps have gone bellow that).

And have made the cross grade even $500 from FInal Cut Pro, and make symphony a plug in that costs another $300-$500 (Or really just roll it in to Media Composer completely to have a unified product line). Now there sales for this year might be down (though they might have gone up do to the amount of sales they would have made), and there customer bass would have grown back to what it used to be, and they would make a ton of money in the future.

They need to focus on less products and make them less expensive. They have already been making Media Composer so much better, so they don’t have to worry about that, but it is there business decisions that seem iffy.

Doddle News on Five Ways Avid Could Stay Alive

An interesting article at Doddle news on how the foundering AVID (which just sold it’s consumer division including M-Audio, Pinacle and even the new iPad app) and cut another 20% of it’s work force after previously losing 10% not too long ago.

Some interesting ideas, though other than doubling down on protools and moving to the cloud like Adobe CS6, I don’t see them trying any of them.

Richard Keates on why he dropped FCP X

Richard Keates has a good article on why he dropped FCP X after trying to use it to cut corporate video, and why Premiere Pro is the solution for what he needs to do (graphics heavy productions).

Unfortunately I see many places moving back to Media Composer which I do find inferior for graphics work and hope that Premiere CS6 can make some inroads. I just wish that Apple would re-commit to the MacPro and push to get powerful CUDA Nvidia cards across their line to allow people who are unhappy with FCP X to use the products they want to and stay with Mac!

Biscardi on editing for now

Walter Biscardi has a good post on editing for now, and or now that is AVID. And Premiere CS6 will be or some things as it is getting better, and Smoke will be tested and he is giving the ideas for their next version, both will possibly be implemented for him in 2013. For me it looks like AVID will be part of it, but I am hoping that CS6 is really a good replacement for Final Cut Pro 7.

Bunim/Murray drops Final Cut Pro for AVID

Arstechnica is reporting that, that top reality show producer and long time Final Cut Pro proponent Bunim/Murray has dropped final Cut Pro and is moving back to AVID media composer.

Due to the large volume of media generated by our reality shows, we needed to re-evaluate our editing and storage solutions. At the same time, we were looking for a partner who would understand our long-term needs,



Basically FCP X is not good enough, and FCP 7 is old and gettiing long in the tooth, and with AVID now being 64 bit, they felt the need to make the move.