Media 100 and Marketing

[Michael Slowe]

Couldn’t agree more with what Marcus has to say. As an avid (pun intended) Media 100 user I’m amazed that more editors don’t know of its existence. As I’m constantly telling people, Media 100 is the most intuitive, easy to use and reliable system available.

Although Boris has done wonders since gaining control and the constant updates have kept us well up to speed, I wonder at their apparent hesitancy in shouting how good Media 100 is. The Apple changes in direction should provide ample opportunities and there have been previous users of Media 100 returning to the fold but not many new ones. I’m constantly receiving marketing E Mails from Boris for many of their products but there’s never a mention of Media 100. Why is this?

Anyway, those of us ‘in the know’ can continue to enjoy the benefits of Media 100 but one could be be fearful that Boris might not have his heart in it and that would be a disaster for we who would hate to have to move edit platforms. Could we have some re assurance from Boris people who, we know, do read this forum?

Michael Slowe

[Bernhard G.]

Hello,

I think Artel Software does make much more money with plugins for other NLEs,
than with M100. It’s the same reason why we couldn’t expect a killer-cam from Canon:
because it would indirectly cannibalize the business with high-end lenses in the $30.000.- range.

A second reason might be the insecure future. M100 is OSX only (now).
With Quicktime EOLd (the framework, not the media player application!) and the future of
the MacPro in question, it seems to be the wrong time for a big campaign.

Explanation:
As the old FCP, M100 relies on the Quicktime framework. Changing to the
AV-Foundation like FCP-X will M100 require to have a complete overhaul.

The critical question here is:
What in this context is more worth the effort: porting to AV-Foundation of a platform in question,
or building up a whole new and platform-independent media- framework.
I could imagine very well a revival of 844X – in my personal opinion not the worst scenario at all!

The third reason is tightly coupled to the second one. M100 too much relies on other
softwares (and codecs!). It complements well the old Final Cut Studio.
M100 will simply need to become independent to be a real competitor
instead of being a very nice complementation to a given infrastructure
(even if M100 is used as the primary NLE).

Interesting times we live in.

Best regards,
Bernhard

PS: @Artel-Software: if that all really leads into going back to Windows,
PLEASE DO NOT reactivate iFinish – re-activate 844X 😉

[Marcus Warren]

Please keep in mind that long before the release of FCP X and before realization of the apparent end of life for the Quicktime frame work, BorisFX still was not putting much marketing muscle into Media 100.

[Bernhard G.]

Very true,

but Your argument referred up on the
“[…] advantage of the renewed interest in M100 […]”
which points on the context of the new market situation.

Also, Your new argument is not in contradiction with my proposed third reason,
claiming that M100 depends to much on third-party infrastructure
(especially Apple and the old FCS) to be a major player and real competitor.

Best regards,
Bernhard

[Michael Slowe]

Bernhard, there is a lot of sense in your two posts and I’m not technically qualified to query your thesis. I know that I want to continue editing with Media 100 for as long as I’m able. Presumably, even if Apple discontinue large computers such as the MacPro and Media 100 disappears (perish the thought on both counts), nothing would prevent me from happily enjoying my current set up for as long as it continued to work.

Michael Slowe

[Nick Griffin]

[Michael Slowe] “nothing would prevent me from happily enjoying my current set up for as long as it continued to work.”

Michael –
While this is certainly true, the reality for most of us is when we see new features and capabilities in contemporary software and hardware we want them and the old software and hardware starts to look just that… old. Two years ago I ranted about the importance of upgrades with
https://library.creativecow.net/griffin_nick/suite-review/1
and the points are still true today.

Last I checked, we still have a Media 100i inside a G-4 sitting in one of the un-used offices. Why don’t I use it? Because I really like the features and speed on Suite 2 on an octo-core Mac. (Which I assume will 10 years from now be sitting unused in that back office where the G-4 sits now.)

[Marcus Warren]

My initial argument clearly states, “This has been mentioned several times on this forum”. This references that this conversation started long before FCP X was made public. I reference the current market situation, but the point is not limited to today. BorisFX has a history of lackluster marketing push on behalf of M100. Regardless of where the Apple platorm goes tomorrow, Artel has customers and a market that it should serve TODAY.

Are you saying that we don’t deserve better support TODAY because of what *might* happen TOMORROW? Are you saying that we are not worthy of new tutorials and fresh content on the website? One way to prepare for TOMORROW is to build a sold customer base, marketing strategy and brand name TODAY. Since the recent M100 sale was a surprising success (according to a Boris rep)capture the audience NOW so that it follows your no matter where you go TOMORROW.

[Marcus Warren]

BTW, the marketing push does not have to be “a big campaign”. Considering all that has (or has not) come before, a well-conceived, well implemented small one is better than nothing.

[Marcus Warren]

Bernhard, my third and final email for the night in reference to your last argument is this: The technology behind M100 may have to change, but so should the attitude of Boris regarding M100. Just as you might do, I read a lot of video related news in magazines and on-line. When NLE references are made, Media 100 is hardly ever mentioned. Certainly it competes in the same league as FCP, Premiere, Media Composer, Vegas Pro and Edius so why is it that authors treat M100 as if it no longer exists? In fact, that’s what the author of a recently release book on motion graphic design did, referring to M100 (if I remember correctly) as “much missed” although Artel Software had been releasing updates for several years prior to the release of the book. How is it that this author (and apparent former M100 user) was not even aware that M100 is still in production (and perhaps through her ignorance,influencing the minds of potential purchasers)? I’ll tell you; poor marketing.

Remember, “back in the day” Media 100 stood toe-to-toe with Avid. Wouldn’t you want the NLE that you use to be revered with the same high regard today?

[Michael Slowe]

Nick, I just re read your ‘rant’. Of course improvements are welcome, although most of the recent ones are of little interest or use to me. Also, remember that the old Media 100 card gave a far better downscale than that produced with the current AJA card.

My point was though, that should the unthinkable occur, my current set up (the latest available) would probably see my time out as an editor and producer of documentaries. My most successful productions were cut on a version 8 on a Mac 3 or 4. I’m often amused at the general rush for updates but your vigorous promotion of Media 100 in your article is to be applauded.

Michael Slowe