I would be remiss if I didn’t post a quick something about Avid’s Monday morning announcements.
First, it is always a little sad to see the end of a product. Thousands of man hours of work are being gently laid aside, and I feel for that team.
On a broader level, this is just one more step in the democratization of video that Adobe and others have been driving for many years.
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Elaborate, please. Superficially, the loss of a product would seem to mean the loss of consumer choices. How is this leading to the democratization of video - I assume you are referring to the price cut part of the announcement?
Posted by Chris Meyer on 03/18 at 09:26 AM
Do you really believe that Avid has been driving the democratization of video? Do you think they would have done anything in this direction if Apple hadn’t dragged them there kicking and screaming?
Posted by on 03/18 at 09:57 AM
I would be remiss not to mention that Premiere has a ways to go before it catches up to Final Cut, much less Avid.
Posted by on 03/20 at 12:02 AM
With my 3am brain, I was trying to express that it is sad to see any product go away, and I know that this one in particular had many smart people pour their heart and soul into it.
I definitely wasn’t trying to say that fewer products makes for better consumer choice .... rather that I see this move as a reaction to the pressures that come from the democratization of editing that Apple and Adobe have been driving.
On the maturity side, it’s true that Avid has features that we don’t .... it’s also true that we have compelling features and workflows that they don’t ... so maybe they’re trying to catch up with us 
I think you’ll find that we’re choosing to focus in slightly different areas, ones that we believe will become more and more critical over the coming years.
That difference in approach makes it kinda interesting.
I’d also say that the use we’re seeing in films like Superman Returns, U2 3D, at the BBC and with other key industry names validates that Production Premium is a pretty powerful combination in its own right.
Fun times ahead 
Posted by Simon Hayhurst on 03/20 at 01:26 PM
I would be remiss not to mention that Final Cut has a ways to go before it catches up to Premiere Pro, much less AVID… but of course Apple is the undisputed leader in advertising and marketing.
Posted by on 03/27 at 10:25 AM