Re: [Avid-L2] Avid response to Apple's QuickTime announcement?

Putting Quicktime on windows was a part of getting itunes onto windows
so they could sell more ipods. Job done, no more need for Quicktime on
windows.

The lack of prores has been a bigger and bigger hassle for a long time
especially since the Alexa came to the fore. I'm glad I stayed mac for
the stability of quicktime on mac, the abiltity to encode prores from
mediaencoder/smoke/resolve etc but Apple has been clearly signposting
that quicktime was coming to an end for quite some time.

I think as a professional community we should all be a bit calmer and
just wait and see how the land lies AFTER NAB rather than judging
rumours and leaks just before the show starts.

As for the color correction side of life, grading has moved on from a
quick tweak of lift gamma and gain and interchange with a pro grading
solution is the only thing that really makes sense. Resolve is the
leader not just because it so inexpensive but because it has
deliberately been fine tuned to resonate with editors.

Lastly new blue, inscriber, titlemotion, who cares. The last title tool
i genuinely enjoyed using was Title Deko but really if you're designing
detailed typography you're in photoshop and after effects. For slates,
lower thirds, quick and dirty slabs of text New Blue is as easy to use
as title tool.

I would far rather as Ive said before that Avid/Autodesk/BMD all just
implement OFX and other plugin APIs and just let us load the market
leading packages in all our platforms. Fewer esoteric GUIs to come to
grips with and an effects pipeline that can extend from offline to
finishing. What I would prefer Avid to put its time into is making
editing progress, version control of shots, the ability to create
virtual timelines based on whats changed in the last day, based on tags,
based on any and all possibly defined criteria. Tag all the green
screens and see a virtual timeline of just the green screen shots, shots
for fixing, bam a timeline ready to export with handles and so on.
There's more to be done with the editorial core and no one seems to
looking at it. I can't believe that a timeline and source/record windows
is as good as it ever gets.

Mike


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