Avid Embraces Apple’s Final Cut Pro and the Desktop
LAS VEGAS — Avid, which has been the industry standard for television and film editing for some time, is becomingly increasingly agnostic. At NAB last week, the company raised some eyebrows with its announced integration with arch rival, Apple’s Final Cut Pro.
Moreover, the company is allowing editing and project management work to be done on the desktop, not exclusively the company’s pricey workstations.
Avid has been feeling the heat from Apple’s Final Cut Pro and Adobe’s Premiere, the two main video editing platforms. Business has been tough: On Friday, the company announced a Q! loss of $17 million.
Last Tuesday, Beet.TV caught up with Avid’s Patrick McClean for an update on the company’s new strategy.
— Andy Plesser, Executive Producer