The Death of Avid...

[BRANDON JAMESON]

At NAB they were CLEARLY focused on ProTools.
What's up with that?

[Steve Sherrick]

At NAB they were CLEARLY focused on ProTools.
What's up with that?

Pro Tools has a large market share in the professional audio business. Why wouldn't they focus on it?

[Steve Sherrick]

I think if Avid is able to streamline their business, focus on giving editors, sound designers, etc what they need, and keeping an eye on the future they can survive this and perhaps reach the top again. There's still some things that Media Composer can do that the other NLEs can't. And of course, the other NLEs can do some things MC can't. If I were the CEO of Avid, I would focus on the following.

- Continue to transform Media Composer into 64-bit powerhouse. Make it take full advantage of any 64-bit computing system.
- Better native codec support. I actually like DNxHD for offline editing, but give the editors the best of both worlds. Make it easy and smooth to edit natively.
- Better GPU support. Harness as much power as possible out of relatively affordable GPU cards.
- Evolve the UI. Don't remove the things editors have used for years and that they rely on but rather add additional user interface options for editing in new ways. In other words, innovate but don't alienate.
- Be proactive in the various communities, both on the web and events where user base is present. Build loyalty, listen to customers, build products they want to use, are willing to pay to use.
- Change slogan from "We are Avid" to "We are here to help you create"

I actually don't think they need to be as cheap as FCP X. They just need to have a superior product to everything else out there and then they can charge as much as they need to in order to make a profit.

I'll be following their moves closely over the next few months.

[Paul E. McCarthy]

I know Paul personally, and I know Avid workflow drives him crazy (he sees it as prehistoric and out of touch).


So I'm sure he'd love to see Avid die a slow, painless death!


I actually see this Avid announcement as a positive one. As everyone has said, it means they are focusing on the PRO market, and leaving the CONSUMER market to FCX, etc.

I have a different perspective on Avid that I'd like to share (it gets beat up quite a lot on these boards). I frequently work in a HUGE facility with 20 edit rooms that run day and night. We work with over 50+ TB's of raided footage, all for promo. Its a multi-multi million dollar facility.

In this situation, where we have literally 1000's of projects being shared by 100's of producers and editors, Avid works pretty much FLAWLESSLY. It's designed to work seamlessly in a 1080 world, both when mastering to tape, and working from digital media.

That being said - they need incorporate a better 4K workflow, as right now they are optimized for high volume, high end broadcast work, and not much else.

Hopefully, this announcement will lead to exactly that - Avid doubling down on the PRO future, which means greater 4k, 5k, and 6K workflows, etc.

Ill speak for myself if you don't mind Nick.

I have no interest in Avid dying or any Post tool dying for that matter, competition breeds advancement the RED camera is proof of that.

Avid workflow doesn't drive me crazy at all. Actually, for the last 5 years I have prefered it. As a Director/DP/Finishing Artist I'm involved in the entire process I use all the tools out there. My finishing tool is Scratch and Delivering or creating MXF and DnxHD has been my life and a step less than delivering ProRes until recently, so that said Avid workflow was easier and more more lucrative for me because it took less time.
Nick your statement is totally false.

I think what Nick may be referring to was the antiquated tape workflow that he requested for a HVX shoot in 2008 because the post facililty didnt want to update their avid system to import the HVX MXF files. Instead they taped out 200 hours of footage that was then re ingested in to the avid. This had nothing to do with AVID it had to with the taking tapeless workflow to tape. Thank God that I didn't shoot Varicam on that job. I would of never got the amazing footage that those lil HVXs got on that gig.

Anyone that has some deep experience in post knows that it doesn't really matter what the software is, sure you may prefer one over the other but there are a million ways to skin a cat. Avid, FCP, Premier, Smoke, Scratch, Divinci, AE, Shake, Nuke, Flame , these are just tools or instruments, just like a hammer or guitar. One person may use a Craftsman Hammer traditionally another person may hammer nails with the side of a Stanley Hammer, at the end of day the Nail is going in the board. You may play a Gibson Les Paul Jazz guitar or you may play a Left Handed Stratacaster, either you can shred on the guitar or not...period. Right now FCPX is considered an Epiphone, you can still shred on it but it just feels cheap in your hands compared to a Gibson.

I hope Avid stays in the game, continues to develop and continues to push other NLEs.

[Nick Morrison]

Ill speak for myself if you don't mind Nick.

I have no interest in Avid dying or any Post tool dying for that matter, competition breeds advancement the RED camera is proof of that.

Avid workflow doesn't drive me crazy at all. Actually, for the last 5 years I have prefered it. As a Director/DP/Finishing Artist I'm involved in the entire process I use all the tools out there. My finishing tool is Scratch and Delivering or creating MXF and DnxHD has been my life and a step less than delivering ProRes until recently, so that said Avid workflow was easier and more more lucrative for me because it took less time.
Nick your statement is totally false.

I think what Nick may be referring to was the antiquated tape workflow that he requested for a HVX shoot in 2008 because the post facililty didnt want to update their avid system to import the HVX MXF files. Instead they taped out 200 hours of footage that was then re ingested in to the avid. This had nothing to do with AVID it had to with the taking tapeless workflow to tape. Thank God that I didn't shoot Varicam on that job. I would of never got the amazing footage that those lil HVXs got on that gig.

Anyone that has some deep experience in post knows that it doesn't really matter what the software is, sure you may prefer one over the other but there are a million ways to skin a cat. Avid, FCP, Premier, Smoke, Scratch, Divinci, AE, Shake, Nuke, Flame , these are just tools or instruments, just like a hammer or guitar. One person may use a Craftsman Hammer traditionally another person may hammer nails with the side of a Stanley Hammer, at the end of day the Nail is going in the board. You may play a Gibson Les Paul Jazz guitar or you may play a Left Handed Stratacaster, either you can shred on the guitar or not...period. Right now FCPX is considered an Epiphone, you can still shred on it but it just feels cheap in your hands compared to a Gibson.

I hope Avid stays in the game, continues to develop and continues to push other NLEs.

Haha, Paul I meant no harm. I understand your preference for tapeless, one day it will all be tapeless.

But for now, tape is still a tremendous way to archive shoots. In fact, every single one of History's shoots are now laid to tape, and from there ingested into literally hundreds of projects. Keeping it on drives has proved dangerous and unreliable, and as producers are scattered across the city (and country)...nothing has proved as durable and long lasting as good 'ole HD-CAM tape.

But one day...perhaps in the next 5 years...there will be a Solid State solution that is time-code searchable that will eventually replace tape. A solution, that like tape, you can literally drop, throw across the room, and completely man-handle and yet all your footage will stay completely safe, and easily accesible.

In the meantime, don't underestimate tape. There's a reason all shows at AETN are mastered to it!

And yes...Avid's growth as an NLE is great for everyone. I'm sure Premiere's latest advancements has put a fire under their ass.

[Jon MIchael Puntervold]

I never got why Avid bought Liquid and Pinnacle. Good move to sell it away and focus on Avid MC. I don't thrust Premiere (it has always given me nightmares in it's total lack of robustness and sudden end of professional features -> trapped in a corner situations), FCP is dead, and FCPX has a different mood... I don't see any real alternatives to Avid.

[Peter Moretti]

In this industry, you need top management that are both creative and understand the technology. I've listened to Jim Jannard, Michael Cioni and Grant Petty speak at length. I believe this why their companies have become leaders. I've also listened to Gary Greenfield and Kirk Arnold of Avid speak. They were very gracious, but I didn't get the sense they could go toe-to-toe with Jim, Michael, Grant... not to mention Steve Jobs.

[Paul E. McCarthy]

Haha, Paul I meant no harm. I understand your preference for tapeless, one day it will all be tapeless.

But for now, tape is still a tremendous way to archive shoots. In fact, every single one of History's shoots are now laid to tape, and from there ingested into literally hundreds of projects. Keeping it on drives has proved dangerous and unreliable, and as producers are scattered across the city (and country)...nothing has proved as durable and long lasting as good 'ole HD-CAM tape.

But one day...perhaps in the next 5 years...there will be a Solid State solution that is time-code searchable that will eventually replace tape. A solution, that like tape, you can literally drop, throw across the room, and completely man-handle and yet all your footage will stay completely safe, and easily accesible.

In the meantime, don't underestimate tape. There's a reason all shows at AETN are mastered to it!

And yes...Avid's growth as an NLE is great for everyone. I'm sure Premiere's latest advancements has put a fire under their ass.

Have fun fixing all those hdcam decks that they dont make anymore with burnt out motors in 2016.

[Adam Eden]

Paul stop posting FUD. Avid is a very reputable company and they are not going broke.

If i was a shareholder of Avid i would send you a cease and desist order as spreading bullshit like this can potentially damage a company.

And to the moderator please close this thread.

[Peter Moretti]

Avid is certainly a reputable company. No one is denying that. Chrysler, GM and Kodak are all reputable as well.

Reputation <> going broke. Running out of cash = going broke. And that is exactly what's been happening at Avid.