Avid listens to their customers.

A few years ago Avid did something unprecedented in our industry that many editors may have forgotten about. They took their show on the road. It wasn't actually a road show as much as it was a chance for their top management to visit with post-houses, professional editors, indie film makers and user groups. They asked what Avid needed to fix and when they asked for honest feedback, they sure got it! What did Avid do with this information? They used it to make their products better - dramatically better!!

Avid Media Composer with AMA and Mixed Format timelines

When Avid introduced Media Composer 5 two years ago at NAB, they took the show by storm. All the buzz was that Avid was back, and they were right! They had taken their leadership position in the market back with the industry's most powerful tapeless HD workflows. Media Composer 5's AMA unleashed the ability to edit HD formats natively including XD Cam, P2, DSLR footage, DNxHD and even ProRes. That's right - Editors could now edit Apple ProRes files natively on the Avid timeline - No transcoding, no re-wrapping, no file conversions - just bring it in and edit.  Even better, you can Mix & Match various HD formats, CODECs and even frame rates on the same timeline!

Opening up to 3rd party Hardware

When Avid announced Media Composer 5 they also announced support for the Matrox MXO2 Mini for HD previews direct from the Media Composer timeline. At this year's NAB they announced additional support for the AJA Io Express and the MXO2 Mini with MAX and it looks like more hardware support is on the way. It's no longer a matter of if, but when. And with the current state of the NLE market, I expect the "WHEN" to be sooner rather than later!!

Last year Avid purchased Euphonix and integrated that technology so the Artist Series controllers and control surfaces now work perfectly with Media Composer and ProTools. Avid Media Composer 5.5 ships with a very nice suite of 3rd party plug-ins but there are many, many more that are compatible as well. The Avid universe keeps expanding.

Media Composer Crossgrade - Final Cut Editors may get the full Avid Media Composer 5.5 with Avid Production Suite for under $1,000!

With the competitive landscape shifting and changing, Avid decided that they had enough. Avid's business is video editing and content creation. They are not a consumer electronics company, they make products for every level of content creation, and they know their bread and butter business are Professional Editors - the people who make a living and feed their families creating video. It was time to get you back, and boy does Avid have an offer for you. For a limited time only, Apple Final Cut Owners can Crossgrade to Avid Media Composer 5.5 for only $995. Just complete this form and provide your FCP proof of ownership and you're back with Avid. The company that understands your workflows, values your skills, appreciates the work you do, and wants you as a customer for life. Now who can argue with that?!?