I asked a hypothetical question on the Avid Editors of Facebook which company could best weather the EOL of their NLE as part of the overall company offerings. For me, easily the top of the list would be Apple. In the middle was Adobe, and I put Avid at the bottom of the list as everything Avid offers is mostly tied to the NLE. It is a rare thing to see an ISIS and/or Interplay without an Avid NLE on it. I still only know of one ISIS in China that has no Avid NLE on it.
Which then sort of begs a follow up hypothetical question. What if Adobe and FCPx worked equally well as Media Composer on ISIS and/or Interplay- how committed would Avid be to its own NLE?
I am referring to video NLE’s Media Composer, Symphony option, and NewsCutter. Pro Tools is a different conversation.
The discussion becomes interesting as well with Blackmagic – but I suspect it would be fine as well as “editing” is a growth market for them in addition to the color correction. And I don’t think EditShare is dependent on Lightworks for its other offerings that are mainly used with other NLEs and workflows.
Always an interesting conversation to have after 3-4 beers and a shot.
😉