In case anybody was still wondering if Avid’s recent rebranding was a good idea, I recently attended two industry events that helped prove that the company that brought us Media Composer twenty years ago is not going anywhere anytime soon. With a renewed sense of forward thinking and a commitment to actually listening to the users of their product, Avid’s recent releases of their 3.0 and 4.0 versions of Media Composer, along with a spiffy new series of hardware, helped prove to customers that there are still some advantages to throwing down a little extra cash to buy the editing toolset used by the majority of big-budget Hollywood productions. (more…)
Final Cut Pro
November 27, 2009
July 24, 2009
Yesterday Apple released their first update to Final Cut Studio in over 2 years, and I am thrilled! Why, you may ask, do I care about the latest iteration of Final Cut when I haven’t used FCP in over 3 years? The answer: competition. Every substantial release of a non-linear editing application raises the bar for each of its peers, forcing them to consider integrating the better features of competing products and innovate to produce stellar new features that will hopefully tip the scales in their favor next time an editor or post house is looking to make a major software purchase. Without the NLE “arms race” Media Composer wouldn’t be blessed with the “Select All to the Right” feature (which I use practically all the time now), and Apple would not have included a large timecode window, color-coded markers that automatically ripple through the timeline, an equivalent to the “Remove Match Frame Edits” command, and an offline HD codec in their latest version of Final Cut (see the complete list of new features here). (more…)
April 10, 2008
In recent weeks, Avid has announced a change in their company philosophy, dubbed “New Thinking.” In March, they announced the end of the Xpress Pro line of software and aggressive price reductions on their Media Composer software. Perhaps more significant was the implementation of a stronger online resource base of tips, tutorials, and forums, which had always been an advantage of Final Cut Pro.
This week, Avid generated some spirited discussion on their message boards after an event in Universal City that gave a sneak preview of their newest hardware products (the official announcement, including pricing, should come early next week). The jury is still out as to whether phasing out an expensive line of hardware that is only 5 years old (Adrenaline) was a good decision, but it’s not hard to get excited about lower prices and faster, more powerful equipment (the new DX boxes will attach via PCI-e bus, which is vastly superior to Adrenaline’s current FireWire connection). (more…)