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Blackmagic to buy AVID (My Speculation Only)
Hi Guys, first of all may you all have a very good year in 2012 ! So when Blackmagic buys AVID and slashes it to $299 what impact is that going to have on the FCPX market ?
if you think about it – it makes sense for them to do this – Blackmagic, in particular Grant is a Post guy from way back, he loves buying relics and bringing them back to life, Divinci for one, VooDoo64 another.
AVID is a cornerstone in all the production markets and to have that many seats that will not change , if BM gone in and save this company it is a win win, right ?
We have heard of the cuts and Craig can dig up financial reports to, pardon the pun – cows come home.
I could see AVID being in every school, every college, every broadcaster and most of all already in every film studio.
I think Adobe would implode, Apple give away FCPX and media 100 would finally die the slow death it has been doing for the past 10 years
Whats your thought ?
Adstream London, England
4 x Mac Pros, FCP7, 4 x Flip Factories, 35 x Rhozet Carbon Coders, Offices Globally
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30 Replies
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What a racy thread to start the weekend! 😉
I think the idea is intriguing but complicated. Whereas BMD has purchased companies in the past, they have been a single product line and the size of the purchase has been reasonably small. Avid has a $300M market cap and would likely be on the block for something on the order of 2X or more.
More importantly, I would Avid’s many product lines as difficult to consolidate. For example, how does Sibelius fit into BMD? M-Audio/Euphonix and Digidesign are all audio companies… Do you shoehorn an Intensity to work with Pinnacle Studio? There are probably a half a dozen more examples I could use.
BMD is more along the lines of Adobe anyway – they believe in open partnerships and open workflows wherever possible. DaVinci is certainly an example of that. Buying Avid would suddenly turn many of their partners into competitors. Not a problem per se, but it has to factor into their calculations.
Lastly, Avid is losing money consistently quarter over quarter. As BMD, buying your biggest company ever and then lowering the Media Composer price to $299 (or even $999) is not the way to make you return to profitability.
For those reasons (and probably a few more), I don’t see this happening, but it is an intriguing idea.
And, for clarity sake,
Dennis – Adobe guy…PS – this is my personal opinion and does not represent the opinion of Adobe.
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If they dump all the pinnacle and m-audio crap why not.
But i prefer to see them transforming davinci into a finishing/editing tool.
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[Craig RussillRoy] “So when Blackmagic buys AVID and slashes it to $299 what impact is that going to have on the FCPX market ?”
I don’t think BMD, Avid or Adobe is interested in competing with Apple’s price point. They will let Apple have the consumer market and focus on the professionals.
*** Cue rant from Bill Davis about the use of the term “professionals” ***A better question:
What has the FCPX debacle done for Avid?Take a look at the BMD home page: https://www.blackmagic-design.com/
Featuring Terranex, DaVinci and 2 mentions of Avid. Nothing about FCP or Apple. Times have changed indeed.If Avid manages to get their share price headed in the right direction they will owe Apple a Thank You card at the end of the year. Perhaps Dennis Radeke has already sent them a Thank You card on behalf of Adobe.
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I can see Avid either being sold or they sell off components to go back to “core business” as some companies do in their situation.
I can see Blackmagic liking Media Composer thought they’d want to tied it to Blackmagic hardware just as DaVinci seems to be. Then they could tie the two together as well.
Blackmagic might replicate what they’ve done with DaVinci Resolve in that they would have a light version and a $995 version.
In many respects Blackmagic looks like the new Avid. They sell hardware and now software that’s tied to the hardware. I can’t say that Avid as a whole would work for them (can’t say that it wouldn’t though) but Media Composer can fit their business model especially now that they have Resolve.
Of course Avid may find a way out of a 5 years of consecutive loses but sans that . . .
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indeed. imploded doom writ large. fire, brimstone, editing companies in flame off the shoulder of orion, psycopathic corporations, dead cats and black pentagrams in cupertino. and so on and so forth.
http://www.ogallchoir.net
promo producer/editor.grading/motion graphics -
[Aindreas Gallagher] “indeed. imploded doom writ large. fire, brimstone, editing companies in flame off the shoulder of orion, psycopathic corporations, dead cats and black pentagrams in cupertino. and so on and so forth.
“Welcome back – good Xmas?
“My Name is Steve and I’m an FCPX user”
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[Aindreas Gallagher] “ndeed. imploded doom writ large. fire, brimstone, editing companies in flame off the shoulder of orion, psycopathic corporations, dead cats and black pentagrams in cupertino. and so on and so forth.
“Pretty much right on. As–I might add–was the Doctor’s Christmas special. Not enough Pond, though.
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nay shabby – meats and wine – your good self?
http://www.ogallchoir.net
promo producer/editor.grading/motion graphics -
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[Chris Harlan] “Pretty much right on. As–I might add–was the Doctor’s Christmas special. Not enough Pond, though.”
True, will be sad to see her go next season
“FCPX Agitator”
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