Avid’s challenge is indeed a tall order.
Yes the perception of high cost still exists. I spoke to a current Avid editor who is looking at going the Adobe Creative cloud route. £40 per month ongoing. When I asked how much he spends on updates to MC it’s a few hundred every few years. And that’s seen as expensive compared to over £400 every year ongoing. (even if you have an Adobe desktop product to upgrade from your still looking at £27 per month ongoing)
Yes the file based stuff really needs to pull some rabbits out of hats. The digital cut tool was always a jewel in the crown of MC (especially compared with the horrid DS one and lets not mention legacy FCPs edit to tape tool) I’ve feature requested before about how powerful a proper digital cut to file option would be. An ability to output in the same way but make a file and have the ability to do drop ins etc.
An export queue. In fact a whole re work of exporting. We now have legacy export, Export volumes, AS-11 exports and AMA exports. And they all look and work differently.
Let’s pull it all into one process and just have an export service that queues and background does the work. Maybe even options to plug in AQC tools.
The ACA I see as an interesting idea and a useful additional tool to Avid to focus development. I’m not a great fan of the unwashed masses having that sort of input in development. We’d just end up with MC becoming FCP legacy…
Yes more responsiveness to the feature request forums in the Avid community forums would be great. Currently it feels like posting to a black hole…
But I suppose the biggest challenge isn’t going to be Avid’s it’s going to be ours. Without a loyal user base MC is at risk and if it does fold then we lose MC. It may have weak areas but as an industry many still rely on it for the bulk of their work and project and media consistency over the years has been extremely valuable. Much as we now hear folks moaning the passing of DS we could end up in the same boat with MC and that will be because we let it go.
So much like democracy the only way to have an input is to be involved. Buy it, use it, join the community forums, post your delights and moans and contribute to its development.
Pat Horridge
Technical Director, Trainer, Avid Certified Instructor
VET
Production Editing Digital Media Design DVD
T +44 (0)20 7505 4701 | F +44 (0)20 7505 4800 | E pat@vet.co.uk |
www.vet.co.uk | Lux Building 2-4 Hoxton Square London N1 6US
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