Avid’s finally taken the action many have been calling for. It’s decided to simplify its product line, dropping Xpress Pro and lowering the price of Media Composer. Details here.
The consensus in various forums and mailing lists is that this is another example of too little, too late from Avid. I respectfully dissent. Too late? Only time will tell. Back in May 2006 I suggested it was time to put Xpress Pro out to pasture to gasps from Avid marketing types in the audience. Too little? That’s harder to say. By maintaining its distance from Final Cut Pro in terms of pricing, Avid is saying that it doesn’t compete on price with Final Cut Pro. Now Avid has to articulate its justification for that strategy.
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Frank Capria was an editor and post production director at WGBH in Boston for 15 years, receiving credits on series such as American Experience, NOVA, and FRONTLINE. He's also worked on several independent documentaries, most notably Eyes on the Prize.