Monday, February 10, 2014

[Avid-L2] Re: Avid's biggest challenges

 

Maybe it's just me, but I can't imagine a feature-limited "MC Lite" product achieving meaningful market share with FPC-X and PP in the mix.  Those products are less expensive or free (bundled) -- and arguably offer more updated and innovative features for the consumer/prosumer markets.


Also, Avid is a rather large company with several divisions.  Obviously I could be wrong, but I kind of doubt an incremental price increase levied against just one product -- would be earmarked to improve just that product.


Moreover, after well-over a decade of "deferred maintenance" on the application's feature sets, I can only imagine how much money and talent would be necessary to update the many facets of the program that so desperately need attention.


Suffice it to say, I do agree that v.8 "will not have all the new features folks want."  


Unless of course, Avid arrives at NAB with resolution independence, an extension of the DNxHD codecs, a color corrector that can at least compete with Resolve Lite, a node-based effects architecture, an AVX structure that actually allows 3rd party plugins to work seamlessly with the application -- and a title tool that isn't 20 years old. 


History suggests that won't happen.  Of course, nothing would make me happier -- as I am dedicated to Avid and the platform.  Sadly, I just don't think it is possible, given the company's apparent lack of focus on the product -- and its limited resources.

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