Re: [Avid-L2] Re: Avid embracing third party hardware?

Third party hardware and AMA is a game changer for Avid. Keep it
coming Avid. Better late than never.
owen

On May 27, 2010, at 10:44 AM, oliverpetersvidy wrote:

>
>
> > Dylan Reeve wrote:
> > If Media Composer 5 can offer support for AJA and Blackmagic
> hardware before
> > Apple ships their new 'awesome' FCP then I think we'll see a lot
> of FCP
> > suits suddenly turning into Avids
>
> Well, maybe. Those owners who still remember the days of $100K+ edit
> systems realize that it's dirt-cheap to own all 3 software suites
> (Avid, Adobe, Apple) and then some. Best to have plenty of options.
> Many who've turned to FCP, have also invested in AJA and/or BMD
> cards. They might be interested in adding MC Soft to an FCP/AJA
> workstation, but they certainly won't buy MC+MojoDX/NitrisDX. So
> this would be a good development as it means that folks who have
> interest in adding MC Soft will do so.
>
> Clearly the balancing act for Avid is how many Mojo/Nitris DX sales
> will they lose as a result? Avid has always overstated the
> performance of its hardware and inflated the price accordingly,
> because it was the only game in town if you wanted to play in the
> Avid sandbox. Think back - excluding the DNxcel HD card - the
> Adrenaline BOB did what the AJA Io did, but at 10x the price. AJA Io
> + a Kona covered both bases at less money.
>
> Today, other than raster-scaling, Mojo DX provides no real effects
> acceleration. Nitris DX only adds the embedded DNxHD codec (plus
> more i/o spigots). There's some tweaking in the effects pipelines,
> but you can get just as much real-time on an MC Soft system without
> hardware as you can with the DX hardware attached. Hardware effects
> acceleration went out with the Nitris Classic boards and that's
> unlikely to come back. There's not enough ROI for that R&D.
>
> I think you'll eventually see all Avid i/o and control surface
> hardware de-emphasized, with the possible exception of some high-end
> options. Think about it. Once the Euphonix investment goes into full
> swing and you add to this what's happening on the M-Audio side, does
> anyone really think Avid will continue to make the mid-range
> ProTools surfaces like Command 8? I doubt it. They'll focus on ICON,
> because they still bring value at that level. I think the same model
> will be implemented on the video side.
>
> As far as the next "awesome" version of FCP, I would caution not to
> put too much stock in those rumors or arguments. As someone who
> spends the majority of my sessions in FCP-land, I can attest that it
> gets the job done. Yes, a lot of folks grumble about FCP's apparent
> "lack of development", but that's really just their version of "the
> grass is greener". I think MC5 will get a lot of loyal Avid editors
> to stay in the fold or possibly return, but I doubt it will
> dramatically change the NLE market share distribution. For the non-
> aligned, new, young editors, Adobe CS5 has far more interest and
> buzz than MC5.
>
> If Apple releases an even "average" update by the end of the year,
> we all know it will be hailed as if it were the "second coming". So
> let's not kid ourselves about the impact on the market. In the end,
> Avid embracing more openness is a good thing that benefits Avid
> editors in important ways. It keeps then in the game, but it won't
> change the game.
>
> - Oliver
>
>
>

[Non-text portions of this message have been removed]

------------------------------------

Please donate to the Red Cross to help those in earthquake ravaged Chile: http://tinyurl.com/y8pgceq

Search the offical complete Avid-L archives at: http://archives.bengrosser.com/avid/

Yahoo! Groups Links

<*> To visit your group on the web, go to:
http://groups.yahoo.com/group/Avid-L2/

<*> Your email settings:
Individual Email | Traditional

<*> To change settings online go to:
http://groups.yahoo.com/group/Avid-L2/join
(Yahoo! ID required)

<*> To change settings via email:
Avid-L2-digest@yahoogroups.com
Avid-L2-fullfeatured@yahoogroups.com

<*> To unsubscribe from this group, send an email to:
Avid-L2-unsubscribe@yahoogroups.com

<*> Your use of Yahoo! Groups is subject to:
http://docs.yahoo.com/info/terms/