Up until 2011* Media Composer was losing and losing and losing users to FCP.
Prores was an industry buzzword for years, crushing dnxhd codec which too few knew about. I had to tell my highend facility Flame artist friends, superstar colorists and low budget AE artists about it.
2009 Avid intros AMA to try to fend off the enemy climbing over the castle walls. MC users are encouraged by it's potential.
2010 MC 5 greatly expands AMA to the delight of users. FCP continues to clobber MC. 2011 MC 5.5 intros smart tools and Phrasefind and the promise of
third party hardware i/o, the users are elated. FCP commits suicide and releases FCP X. FCP users bemoaned returning to or trying MC. Adobe PP
steps in to fill a perceived void. Avid intros MC 6 ,6.5 and 7 with lots of great new features and updates.
The FCP users who return to Avid are shocked to see AMA working and those who are first time users are also blown away by Phrasefind ,AMA
working with LUTs etc. Those who stayed with Avid MC all those years, stuck with it for media management, project sharing, scriptsync and phrasefind,
open hardware i/o and most of all because they had a sense that Avid was finally listening to the users and innovating to catch up to the competition.
Avid fell behind it's competitors but was making renewed effort to catch up to them. And Avid was ahead of the competition with scriptsync and phrasefind and
autosync and a host of nuts and bolts everyday editing media management stability and flexibility features. Those features, that were ahead of the competition, along with the
updates that were coming form Avid, I think, kept users loyal to MC and were very important to the survival of Media Composer. Phrasefind in particular, was one of the new things for users to brag about. Not silly.
*(these dates are subject to revision, this is from memory)
Owen
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Posted by: owen <owen@thenowcorporation.com>
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