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Avid has dropped out of the high-end finishing market but resolved to deliver full 4K capability into Media Composer.
The move follows the vendors decision to cease selling its DS finishing system at the end of last month. Avid-based post-production houses are casting around for a suitable replacement, examining systems from SGO Mistika to Blackmagic Design Resolve, Autodesk Flame/Smoke to Eyeon Fusion with Avid Symphony.
David Colantuoni (pictured), senior director, broadcast, storage and editor product management at Avid said: We see facilities struggling with 4K workflows, in how they manage the storage for playback of 4K files, how they archive it, how they render it effectively. In Media Composer 7 we introduced tools and features designed to allow editors to work natively with hi-res sources in real time, and easily deliver the HD masters required for delivery today. What we want to do is expand Media Composer to handle full pipeline 4K and that will evolve when our customers needs evolve.
He admitted that Avid had seen the market for finishing erode. We cannot keep pace with grading software sold at $999. The industry is breaking off into segments and into specialised workflows such as Filmlight or Smoke on the Mac. DS just didnt fit where the industry is going.
He added: Where we wont provide a finishing environment, we will provide a way for our creative products such as Pro Tools and Media Composer, to interoperate with partners who are better at colour correction or effects. We will take our core creative products into Avid Everywhere and provide connectivity so that they can interact. That gives our customers the best choice. Will there be a day when the editorial and VFX, which are separate today, collaborate as part of the same platform? That is what we are trying to do with Avid Everywhere.
By Adrian Pennington
www.avid.com
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