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…)