Editing 2.0

HD Magazine

When Apple called a hurried press conference at this year’s NAB Broadcasting Conference in Las Vegas there was the usual feeling of excitement over an Apple announcement but also a question over the impromptu style of a major editing product launch – the announcement had to be to do with the next version of Final Cut Pro. When FCP X was finally shipped a couple of months later and received so badly by so many professional editors Apple’s editing competitors must have felt that their moment had arrived.

Competitors like Adobe and AVID who both very quickly conjured up ‘unheard of before’ conversion discount deals from FCP to their editors Premiere Pro and Media Composer. They also both made comments directly referencing the FCP X product release. Canny and charming Adobe General Manager Jim Guerard was perhaps making a slight reference to the unhappiness with FCP X from the industry when he said, “We are hearing from video professionals that they want pro level tools that address cutting edge work but also allow them to use legacy footage and workflows”.

The Adobe deal is that if anyone wanted to switch from any version of FCP they would be eligible for a 50% saving on CS5.5 Production Premium or Premiere 5.5. The UK price of Premiere Pro 5.5 is around £700 against £199 for FCP X and Avid Media Composer 5.5 at around £1800. Making Premiere Pro 5.5 with discount in reaching distance of Apple FCP X.

AVID were more picky and only offered a deal if you hadn’t bought FCP X. But the discount was much more. You were and still are able to buy Media Composer 5.5, with the Production suite and free online training for £699! About 60% discount. Paul Foeckler, vice president, creative professionals products and solutions for Avid commented, again referencing the Apple release. “Users who may be facing uncertainty now also have access to a Mac OS native industry-leading editing solution from Avid – a company that is dedicated to listening to their needs through our commitment to openness, collaboration and innovation in professional editing workflows.” Ouch! read more...