“Funny hearing Avid described as “cool.””
True. FCP brought in what I think was the great game changer – it opened up choices for people – you could use any hardware you like. Uncompressed SD, HD, 2K for a grand + your hardware card. Pick the card you like. It had working EDL, OMF, XML – it talked to everything quite nicely. It ushered in a professional workflow (though not without some bumps) for a fraction of the cost of an AVID. This was super cool as it put these tools into the hands of creative people that would not have been able to afford an avid system – like me. Not only this, FCP allowed you to work with traditional 3 point – clip based editing, or wing ding drag and drop timeline style. Super duper cool. People coming from AVID or M100 or Premiere could get in and up to speed quickly.
Sadly, instead of building on this, Apple chose to “change the way video editing works”. Puh-lease! They’ve created what is probably a fabulous system for a certain type of production, but not one that integrates with established professional workflows. Likely a business decision – going for the bigger iMovie market.
AVID has been so smart about this I think. They’re rightly capitalizing on the fact that they have always been in the business of serving the professional customer. All of us using FCP in professional workflows are hungry to find a new home. I would actually say that Premiere would be awesome if it worked properly, but it doesn’t.
AVID is going to win this one by combining their cachet of “always there for the pros” with the coolness of Open I/O, more functional UI, ProRes support, and their new brand orientation of “were listing to you”. Smart.
Having worked on lots of different systems, I would still say that AVID still has a lot to learn from other apps though: the marquis tool, avid fx, the way that you import and output material really feel like bolted on and parochial solutions rather than cleanly integrated, robust workflows. These are things that even Premiere does really really well – if I have to put together a quick animatic with stuff coming from all over the place, that’s sadly the tool I would use.
I would just finish this up by saying that I really do think they;re headed in an great direction. Like I said in my opening post, I installed MC6, the BMD 9.0 drivers and it all just worked. Yes! Black Magic Decklink from an AVID. In the wild west of open I/O, shifting software paradigms, seemingly daily video format inventions, this is indeed very cool. I love my new home.
– J
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Design, Animation, Editing, Color for Cinema, Broadcast, Web and Installation.
Gear: 2 X Macpro 8 Core Nehalem, ATTO R380, Proavio EB8MS, nVidia GTX-286, Blackmagic Decklink Studio, AJA LHi, FSI LM-2461W, Tangent Wave, Yamaha HS50Ms W HS10w Sub
Tools: Avid MC 5.5 (formerly FCP), CS 5.5, C4D13, Resolve 8.1, VDMX, Quartz Composer, Processing, Cubase 5.