When most people think of Avid, low cost is not one of the terms most likely to be used in connection with the venerable leader in broadcast and film editing systems. But with today's announcements Avid has increased their lead in the education sector and has even radically dropped the price of its flagship Media Composer software. In this article, Creative COW's Ron Lindeboom explores the news and examines why we find this great news for both existing Avid customers and those who thought that they could never afford an Avid.
Over and over, the translation to this is we, the angry meridien-based Avid freaks of the world have had to eat it. We ate it when the Media Composer was downgraded to Xpress with animatte and we are eating it again with Avid's new admission that their new MC is not a 45k box at all, but the software package we all knew it was when we were cornered into it. Now, they offer this to our competition when we still owe five figures on our adrenalines.
At the risk of sounding old, back in my day Avid was known as the industry standard. The name alone added validity to any post house. Now, in selling their flagship product on the shelves of Best Buy between Premiere and Vegas, man I aint grabbin the box with the purple A on it.