Avids competitor is the future.
That's actually how it is in every industry for every product ever invented. Partially becomes kids don't want to use their dads edit system.
iPhones falling from favour cos kids see it as dads phone.
Kids learning nuke as flame is a dads box. Kids cutting in fcpx because tracks are for old men.
It was always this way and it's good. Avid, Autodesk etc big challenge isn't keeping the oldies happy it's exciting the kids. Otherwise these systems die with us, along with the parent companies.
How do you excite the kids? I don't know that dumbing it down is the way but instant gratification definitely is. You have to simplify the simple stuff so you can just sit and start. That means drag and drop ingest, presets, more automation, more one click functionality and less bugs add to that modern sli cuda support on a level shown in resolve and mistika as the kids KNOW performance from gaming and give them controllers- tactile surfaces for sound and vision control as these kids understand muscle memory from years of Mario and sonic.
Remove the need to learn a foreign language, localisation as well as plain speak functionality.
Lastly kids today work collaboratively look at hiero and nuke studio to see how edit systems can move beyond the cut and become a creative hub for the project. Shared media is a place avid owns so a collaborative end to end system should be a no brainer. Something like ds...
A lot of this avid already does very very well. So why isn't it winning?
Well speed needs to surpass fcpx in 4k performance. It needs resolution independence, frame rate independence and bit depth independence. Imagine finishing an edit and exporting a timeline to grading that is all original source codec clips with handles.
Mike
Posted by: "Mikeparsons.tv" <mikeparsons.tv@gmail.com>
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