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Re: @Real World Editing: From Avid to FCP and Back Again

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David Roth Weiss
Re: @Real World Editing: From Avid to FCP and Back Again
on Jan 16, 2012 at 6:22:33 pm

[Daniel Frome] "this was VERY surprising news and certainly for broadcast guys like me it was an important item. NOT sensationalism."

Actually Daniel, though your conclusions are spot-on, this news is hardly surprising. For months I've been saying right here that Los Angeles would soon be "all Avid, all the time." And, that was not just my opinion, it was based on innumerable discussions with editors and post-production managers and executives who know what they're talking about.

In a situation such as the one Apple created, forcing every user of their legacy software to retool and retrain, the big players have to adapt, because there's a lot a stake, with big money riding on a seamless transition that has to work right out of the box.

Enterprise level customers such as Bunim Murray have hard deadlines and delivery schedules projected well out into the future, requiring near military precision. Logistics on such a large scale can't be based on promises and untested technology. And so, at this point, Avid really is the only fully scalable enterprise-level solution currently available for shared work environments.

Bunim/Murray's move represents just the tip of the iceberg, and you'll see virtually the entire L.A. ecosystem moving in the direction of Avid over the next year. You can expect to see Avid doing huge business at NAB 2012, and this should come as no surprise to anyone.

David Roth Weiss
David Weiss Productions, Inc.
Los Angeles

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