Dear Avid: Get It Together or I Might Convert to Final Cut Pro!
The recent layoffs at Avid Technology, as well as the departure of CEO David Krall, have brought about speculation as to the future of Avid itself. There’s been a lot of debate as to whether or not Avid should discontinue their lower-end systems and instead focus on what it’s really known for: high-end editing solutions and media management.
I’ve been singing Avid’s praises for years and have had many heated “Avid vs. Final Cut Pro” debates with fellow editors. Recently, however, my singing has become more of a low hum.
I was disappointed in Avid’s showing at this year’s NAB convention. I didn’t actually attend, but I did sit anxiously at my computer following news and unveilings from the trade show floor of the Las Vegas Convention Center. Sadly, the announcement that caught my eye was from the Final Cut Pro booth. Don’t get me wrong, I don’t hate the Final Cut Pro system, but I don’t really take it seriously either. When I use the Final Cut system I remap all the settings to make it an Avid, mainly because I spend most of my time editing on the Avid. It’s what I’m more comfortable with.
When Apple announced Final Cut Pro’s new ability to mix frame rates within a single project on the same timeline, I was shocked. How could Final Cut Pro come out with this before my precious Avid? This feature is not offered on any Avid system—not even my super-fancy Avid Symphony Nitris can achieve this task. Sure, there are things that can be done—cross converting, etc.—but it’s just not the same.
The Symphony Nitris is a great system and I love it, but like any editor, I want it all. I shouldn’t even be comparing a Symphony Nitris to a Final Cut Pro since I could get a row of Final Cut systems for the price of one Symphony Nitris! Therefore, I must have that feature. Avid owes me that feature!
I assumed that Avid was scrambling to add this function following the NAB event, but I was wrong. Instead there were major layoffs in July. Now it’s October and I’m. Still. Waiting.
What I would like to see from Avid is the introduction of a better lower-end, affordable, user-friendly editing system that can really compete with the Final Cut Pro. Some serious upgrades and advances for the higher-end systems wouldn’t hurt either.
Avid is a great system, but it has received plenty of criticism because of its cost; now, more and more, performance is entering the picture. It would be a mistake for Avid to ignore the lower-end editing market. If I had to buy a personal editing system today, I’d have to choose Final Cut Pro, on a shiny new MacBookPro. What if I really started liking Final Cut Pro, then did the unthinkable and converted? How frightening!
Come on, Avid, get your act together!
Del.icio.us, 
Digg, 
Technorati, 
Furl, 
Reddit,
Spurl
RSS
Shawn said,
on October 18th, 2007 at 12:53 pm
I work on both systems professionally. Here’s the bottom line:There is very little difference in high and low end of either product, except UI and the “old school” Avid guys that are comfortable with what they know.
Through lots of experince this is what I have found to be the case. Just like MOTU can do Pro Tools stuff; it’s a cliche, but a tool is a tool.
As for FCP vs. Avis in function: FCP has pulled ahead in many areas–all is required to handle the “bigger” media files is a more hardware.
If you really know your Mac OS X and FCP, there is no real “media management” issues.
And since the majority of learning institutions use FCP, it’s clear where things are going…even if the Avid hanger-oners still cut “big movies” or tv on Avid.
Again, I have to use both. And since I have really learned FCP at the level of Avid, I have found it to be way more functional, practical, and easy than Avid.
Just my opinion…
Alan said,
on October 18th, 2007 at 2:14 pm
Back in the OLD days when I edited on AVID, there was only one machine that could handle it and that was an APPLE. Why am I not surprised now that FCP, developed by APPLE for APPLE computers is starting to move ahead of AVID.
I haven’t edited on an AVID lately, but I know I can jump onto a FCP box and get editing. I don’t recall it ever being that easy with AVID and why shouldn’t it be. I believe it should and it’s high time to see AVID update itself.
Chris O'Leary said,
on October 18th, 2007 at 5:41 pm
It’s true, there is no real difference in power or advantage in user intutiveness. Take you pick, they are flavors. It’s clearly a business decision that AVID made a long time ago and they cannot retreat from. They would lose their Hollywood client base and its too late to catch up to FCP’s value for the dollar spent, whether you cloak it in an Avid or Pinnacle box. I love AVID. It’s still my preference for editing. But when I bought a laptop..MAC FCP was the best value for my personal needs. I too had wished I could do laptop HD on the go without a mojo..but it wasn’t to be.
Peter Jeno said,
on December 5th, 2007 at 1:23 pm
“the ability to mix frame rates within a single project on the same timeline, …..This feature is not offered on any Avid system”
Yes it is. I believe its on Avid Liquid 7. Throw whatever you want in the same timeline.
Laura said,
on December 5th, 2007 at 4:54 pm
Peter,
I’ve never used Liquid, but it is my understanding that mixing frame rates is not possible on Liquid or any other Avid system. While Avids can mix formats (DV, HDV, DVCPRO-HD, 2:1 etc) they can’t mix frame rates. I can’t throw footage shot in 720/24p on the same timeline with footage shot in 30i. Final Cut Pro on the other hand is saying they can do both. Have you accomplished this on Liquid, or know anyone who has?