Avid Technology showed a prototype of a new user interface as part of a sneak peak at its strategic roadmap for Media Composer, during a packed recent customer event in Los Angeles, writes Carolyn Giardina.
Media Composer version 5.5 was launched in March, and Avid emphasised that the newly announced features are not product announcements but rather an aim to provide customers with Avid’s strategy for future development of the product.
Avid unvealed a plan — feature by feature — that includes a 64-bit architecture, 4K, DNxHD in 4:4:4 colour space, increased support for colour correction within the editing system, and a prototype of a new user interface (see photo).
Paul Foeckler, Avid’s VP, creative professionals, received enthusiastic cheers as he asserted that as Avid develops the new interface, “We are not going to sacrifice our controls or the editing paradigm.”
Adding that 3D is also a key part of Avid strategy, Foeckler estimated that more than 50 3D movies are in production and 42 3DTV channels have been announced worldwide. “Whether you think 3D is here or not, it is absolutely coming to our doorstep,” he said.
“Some of our largest customers are asking us to help them with this, and we are engaging with them,” he said. “We will (offer) 3D workflow and editing, and we will innovate where we don’t see much happening. We will be involved. … Its’ something that we are working on.”
Avid is also continuing to grow its support for third-party tools, including through support for products from AJA (Avid already supports for AJA Io Express) and Matrox (Avid currently supports MXO2 Mini). Foeckler revealed that Avid is additionally working with Blackmagic Design, Bluefish 4:4:4 and Motu.
Avid said it strategy for sound includes Surround Sound (with Avid making a reference to Dolby 7.1), as well as further integration of picture and sound tools.
The preview came just weeks after the launch of Apple’s Final Cut Pro X, which has not proven to be a hit in the professional community.
According to Avid, professionals make up 80% of its market. However, independent research puts Final Cut as the overall editing market leader with a 55% share.