The Death of Avid...

[Paul E. McCarthy]

http://www.studiodaily.com/2012/07/a...by-20-percent/

Seems like a good time for FCPX and Apple to make a move.

[Michael Dalton]

I think this is more of a reason to stay with Avid. It shows that Avid is focusing on the Pro market, the complete opposite of Apple. Avid just needs to get their ass in gear and sort out 4k, or premiere will take their thunder. funny how two legends were having difficult in moving forward. I guess progress affects the bottom line of bonuses for executives.

[Paul E. McCarthy]

http://fcp.co/hardware-and-software/...slowly-sinking

Take a look at this too.

[Kieran Moreira]

This just seems like more of a reason for Apple to keep pushing their focus in the consumer market.

[paulherrin]

Before this starts getting silly... why don't we just learn more than one package? They're basically all the same... really. No reason for fear - if you can edit in one you can edit in another, that's not going to change.

[Steve Das]

Long term the writing is on the wall. Is this a Kodak moment?
The growth came when they were selling 150K Media Composer systems.
If your business was built around selling such systems...very hard to adapt.
Those were the good old days for Avid. And those days are long gone.

Now they compete with Final Cut..Adobe Premiere and even
Smoke software at only $3,000

[Bruce Allen]

http://www.studiodaily.com/2012/07/a...by-20-percent/

Seems like a good time for FCPX and Apple to make a move.

1. Apple and Adobe should offer great crossgrade discounts for their collaborative editing solutions that are like Avid Unity but better and cheaper! Oh hang on, they don't have any. So yeah, I'm waiting :)

2. So hang on... Avid getting rid of the consumer stuff and the staff for the consumer stuff = somehow the death of Avid? If I wanted to talk about the death of Avid I would talk about their previous financial results... not what actually seems like a good move on their part.

Bruce Allen
www.boacinema.com

[Rob Gardner]

Couldn't happen to a nicer company...

[Michael Dalton]

Before this starts getting silly... why don't we just learn more than one package? They're basically all the same... really. No reason for fear - if you can edit in one you can edit in another, that's not going to change.

Paul you right in saying it's easy to learn editing packages, but the response makes more sense if your paying for licences. I bought the Final Cut Studio Suite for 1000$ and the the cross grade to Avid for another 1300$ with the necessary upgrade to 6. I don't want to now 6months later jump to Premiere. I want avid to step up and support my needs. I like avid, I think it is the most solid program in a production environment. I hate this AMA thing avid has got going, ditch DNX HD and support common codecs such as Red. Don't get me wrong, I like DNXHD but I don't want system to favour one codec.

The future champion for editing suites is the one whole truly masters Redcode and it's debayer, and Arri raw. I think in time many cameras such as the 5d Mrk IV will offer a logarithmic codec and the one in frost will adopt these easier.

Compared to the expensive software of the past a 1000$ is not that much, but I'd rather pocket that 1000$ then buy more software that will become obsolete.

If avid fails to embrace 4k quickly, that will cause pain and suffering.

[Bob Gundu]

Nothing new here. AVID has such a legacy of buying/selling companies and ill focused products. The best thing they can do is simplify their offerings and start making some innovative products again.