Nevertheless, the Wall Street investment community wants significant growth and that’s hard to achieve for a company like Avid. That turned off many in the pro market and drove some to Premiere Pro, but also others back to Media Composer. This is partly thanks to Apple, when they re-imagined the original version of Final Cut Pro as Final Cut Pro X. In the past decade they appear to have reached a stasis point with some growth. On top of that, Avid has struggled to meet the financial challenges of cheaper alternatives nipping at their heels in the pro space. Despite several attempts, it has never successfully leveraged its technology into a viable consumer product line. Avid is focused solely on the professional content creation market – broadcast, news, television, feature films, and the recording industry. We often forget that Avid led the way in developing key technologies that we take for granted today, such as file-based field acquisition (Ikegami EditCam) and software-based color correction (Symphony).Īlthough Avid is a large company, it’s minuscule when compared with many others. Yet, the company is way more than that, with offerings in newsroom software, graphics production, storage, audio hardware, and cloud/remote editing services. However, having a key investor bow out – coupled with a writers’ strike in Avid’s prime market – does not help their cause.Īvid is more than Media Composer and Pro ToolsĪvid Technology is often viewed through the lens of Media Composer or Pro Tools, depending on your position in the industry. While this might have been a trigger, I’m not sure the two are related. That’s in part due to a principal investor, LVS, indicating that it was selling its interest in Avid back in April. I color correct in Resolve and of all the apps, that’s viewed by many as the up and comer.Īt least one vlogger incorrectly noted that Avid was sold. In spite of that, these days I mainly edit with Premiere Pro and sometimes with Final Cut Pro. Much of what I’m going to write next about possible future scenarios will be highly speculative.Īvid was the first nonlinear editing system I ever used, so there’s some fondness for the company. But, where there’s smoke, there’s often fire. Not to mention that any such single news article should always be taken with a grain of salt. I have no additional news on this nor any inside information. This stems from a single article at Reuters. This week the audio and editing worlds were buzzing with news that Avid Technology was exploring a potential sale of the company.
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