JamieG Analysis

Recently Avid had a press conference announcing major changes in Avid.  See Philips Post on this
here.The question that appears to be on most readers minds is. “Will this turn it around for Avid?”

This is the wrong question to ask as its not really an issue to Avid.  Still these developments are all good news for Avid and Avid users.

The main issue readers should understand is that Apple with Final Cut Pro, and Avid have two completely different industry focuses.  Final Cut Pro has taken over the general editing portion of the industry, but Avid is still the better choice when you are looking at integrated top grade tools for large media companies.

I use to own a production company and facility for many years.  We had the first Softimage-DS in Australasia.  The first HD editing system in Australia (A HD-DS), and one of the limited Beta Tester for the Softimage HD-DS systems.

We where very anti Avid/Mac for many years.  Then Avid purchased Softimage-DS.  No escape. (please note, OS9 based Macs where junk. This is apparent as Avid moved from Mac to PC as the main focus for there hi end software.  OSX is a different story.  I would have one f them any day.)

During this time we used all but Avid systems.  Avid, in Australia, was very poorly supported and was hugely over priced. This has of course all changed. During these many years of using many different editing systems, one main issue kept surfacing.  Reliability and stability, not just in operating system, but in application.

Avid, if anything, knows the hi-end very well.  They understand reliability and stability.  You do not see them doing UPDATES every few months to the software. Typically, they release a version., then release a few revisions.  And that is it.  No ongoing updates.  You are best to keep the system on the reference OS and application level from then on.

Stability was paramount.

This culture is not very strong in the FCP world.  Those who utilise FCP well, understand and implement this philosophy themselves.  One must be very self disciplined. One must have completely dedicated editing systems with little to no contamination.  Hard core facilities I have seen do not even allow Internet access on Editing systems.

Still, these changes Avid have announced are very necessary. Avid may be considered the hi-end professionals tool, but if everyone is learning on FCP.  There foundations, over time, will simply erode away.  This new philosophy is designed to keep this foundation reasonably strong. The $250 price tag for education version is the best sign of this.

So, as a general editor, what does this mean? Well this is a complex question and is usually based on your requirements.  But I would give a general position as follows.  If I was to pick up an editing system for a long from job tomorrow and had to pick a more reliable solution, I would pick Avid.  HOWEVER, if I had more time to learn my tool set and iron out bugs under Apple, due to the better bang per buck. (You get top notch extras like Motion, Color and sound tools as well) I would tend to side with FCP.  If I was a facility, I would have both and use the one more suitable for the job.  Especially now, with the new face of Avid.

If I was a News room or connected to any type of larger media network.  Avid is a very good choice as it will integrate better into the back end system.  Systems where Avid do have some of the best of the best solutions.

Avid may have built its company on editing, but these days, editing is only one of the supporting legs of a much larger solutions Avid offers in a Market Apple will never enter.