HDFilmtools.com by Larry Jordan

Many of us who have been cutting on the Mac version of Avid’s Media Composer have felt a bit neglected over the last few years, and to a certain extent, rightfully so. We sat and watched as Avid got the wind knocked out of it by Apple’s introduction of Final Cut Pro. Apple’s lower prices and integration with newer versions of the Mac OS came as a great step forward in the democratization of media and Apple ran a full court press on Avid’s dominance of the digital editing tools market. Avid struggled to find their way as the price of editing tools dropped, and the company that created and dominated modern digital editing found themselves having to play catch-up.

Today I write about the first manifestation of Avid’s “new thinking”, Media Composer 3.0. With a new team of top executives, lower prices and an emphasis on customer satisfaction, Avid is not only talking the talk, they are walking the walk. Media Composer version 3.0 delivers on the company’s promise to do business in a new way, and with the exception of a few minor hiccups (self-imposed as I quickly learned) my transition from 2.8 to 3.0 was not only painless, it was downright fun. read more...