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Re: Is Media 100 Dead?

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Bernhard Grininger
Re: Is Media 100 Dead?
on Jan 17, 2013 at 5:55:44 pm


from a cold analytical point of view I think a drawback for M100 is,
that it relies on Quicktime architecture (doesn't Boris RED either?).
Apple decided to EOL Quicktime architecture and replacing it with A/V Foundation.

So there are two options for Artel to cope with this circumstances:

Option#1: adopt M100 to A/V Foundation, which requires TIME; a lot of it.
[means: follow Apple wherever they are heading for and benefit from it; just like in the past]

Option#2: develop it's own media architecture.
[means: a lot of work under the hood OR much license fee for 3rd party components]

Another issue is that now FCP-X fills the market of an easy to use but still professional application.

There are also two options for Artel to cope with this situation:

Option#1: make M100 easier than FCP-X
[can't imagine how]

Option#2: make M100 more powerful than FCP-X
[Boris filters and effects are some of the very best. Using them in a unified, well designed editing interface that basically assembles a finishing app – *cough* *844/X* *cough* – would be a powerful combination.
And sorry, NO! Boris RED's interface is the opposite of well designed]

Furthermore I'm the opinion that in M100's long history two fatal mistakes were done:

Mistake#1: EOL 844/X and reactivate the Media100 app instead of
getting rid of hardware development and push development of 844/X.

Mistake#2: restrict video-I/O to AJA Kona boards. !NOTHING against AJA nor Kona! Great products!
But this decision simply was a shot in the knee! Lightyears way off-road the general trends in the market.
Simply a STUPIDITY!!! Sorry for this hard word. It is not that analytical.

Nevertheless I don't see M100 to be dead – yet.
At next NAB we will need to see how Artel copes with the new situation
an evaluate again.

But while Artel copes with the current situation today, Adobe prepares Adobe Anywhere for the market of tomorrow and I would expect Apple to bring something similar, making us editing FCP-X on iPads while
heavy processing is done elsewhere...

Best regards,

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