COW: Avid reiterates commitment to professional market

COW by Debra Kaufman

Editor's Note: We were pleased to let the folks at Avid speak for themselves, to explain their current and future plans for meeting the needs of professional editors. We look forward to doing the same with representatives from other companies in the very near future. -- Creative COW


At the Steven J. Ross theater on the Warner Bros. studio lot, Avid CEO Gary Greenfield, COO Kirk Arnold, and other Avid executives held an evening of conversation and information devoted to getting a simple message across: Avid is listening to its professional users and committed to that marketplace in developing the new features that editors want. The theatre, packed with nearly 550 editors, frequently broke into applause, both at the message and the description of the future direction that Media Composer will take.

"We're here because you're our lifeblood," declared Greenfield "We're here to talk and listen, but mainly to listen."

The emphasis on listening to customers was Greenfield's way of differentiating Avid from Apple's recent launch of FCPX, which has alienated and angered many long-time FCP editors, especially those in the professional film/TV arena. And, although the words "Final Cut Pro" were not mentioned directly at the Avid event, the subtext of the get together was just as clear as the one overtly expressed. To sweeten the deal, Avid has been offering Media Composer at $995 for Final Cut Pro editors who want to make the switch.

"I've always believed in Avid," said student editor Eric Harnden, who has been cutting indie films with Final Cut Pro. "I thought that FCP was taking over the market, but being involved with FCP for the last three years, I've noticed that Apple doesn't listen to editors and Avid does." read more...