Avid Technology Share dips under $6!
When Apple rolled out FCPX I was part expecting the massive sway on how great Apple were and how they were the saviours of Video editing with their lateset offering of a rebuilt FCP, but after the dust settled I think its fair to say that the product may well have not been as so sure footed as it first appeared. And soon we saw the resurfacing of FCP 7 owing to user demand and the lack of key features within FCPX.
Steve Jobs was a key instigator behind the Pro Apps and you have to start wondering if these apps will continue in their same vain now that their champion has been lost?
Out of this confusion should have charged Avid. With the advantage of being able to bring to market its re-built 64bit version of Media Composer at IBC this year they were nowhere to be seen, only offering yet more confusing Asset management solutions to the market and not even a sniff of Media Composer 6?
With a crashing share price (currently under $6 as I write this) and rumours of again axing of 20% of its world wide work force, things are not looking good for the once giant of the NLE industry and you have to ask yourself, what would the face of Post look like without Avid? Will Media Composer 6 really be able to sustain a giant like this where systems are being built at a fraction of the cost they were only 2 years ago never mind 10 years!?
More interesting, if Apple or Avid are not in the frame, who becomes the champion of Post? Perhaps Avid would be bought out by competitors like Adobe, but would this make any sense when they are already so well established?
The safe money would be on Adobe taking over from the likes of Media Composer and FCP, but would the companies traditional NLE editor, Premiere, really be able to stand up to users who are used Media Composer and Final Cut Pro? Their shared workflow is also more than a little flaky and doesn’t appear to be under any form of development at the moment, but then is this as big an issuie as we think? Possibly the other long suffering NLE editors might be knocking on its door of Post houses, perhaps it could be Quantel and there eQ system or Sonys Vegas, Grass Valleys Edius or EditShares open source Lightworks? Interesting times, but let’s see what happens with Avid and Apple before making more speculations.