The real challenge for Avid or anyone else is what to do to grow the company. Most likely anyone buying the company would be interested in buying IP and an existing customer base. That's essentially what BorisFX did when they bought Media 100. Anyone buying Avid would probably have little or no interest in developing the product past its current feature set. Maybe integrate 4K delivery in some way, but that's about it. That scenario plays heavily into a services/support/rental/subscription model.
Another possibility would be to split up the company, sell off pieces and then focus on a leaner approach. I think the audio products could easily go as a chunk. Pro Tools has more viability (and maintains a coolness factor) compared with Media Composer.
Face it. NLEs are a commodity and very few people really care what you cut with. It's all about workflow and if you can get a good workflow with NLE A, B or C, then it doesn't matter which ones they are as long as the editors are productive.
If BMD bought them, you can kiss those Nitris, AJA and Matrox boxes goodbye. Autodesk likely doesn't need them, as many of the DS folks are already there. So be careful what you wish for.
- Oliver
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