There's been much speculation buzzing around ever since Avid bowed out of NAB this year (followed not far behind by Apple) about what they're planning on doing to get more competitive. Today Avid released a press release outlining their plan, a "New Thinking" initiative.
It's been a while since I've spent any meaningful time editing on an Avid, but plenty of editors I know and respect think they're the bees knees. My pal Bob Russo from Avid was kind enough to give me and extended demo of an Avid system at NAB last year, and sure enough there are some very impressive features. (ScriptSync is pretty magical.) Not enough to make me consider a switch from Final Cut Studio, but enough to understand the appeal and recommend that anyone starting out take a serious look at what Avid has to offer. It's not as compelling as it used to be, but there's still some panache in calling yourself an Avid Editor.
Frank Capria has some interesting, informed commentary over at the ProVideo Coalition.
He makes the interesting point that part of the success of FCP has been the ease with which you can pirate it. Students edit using stolen software, and when they graduate to professional work they recommend the package they're familiar with. Right or wrong, it's reality, and something to consider.
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