This article was sent to me by a friend of mine.  You always hear about the great transitions to other systems from Avid, but you rarely hear about the guys that went "oh crap, this ain't working like they said it was."  Of special not is where it says in the article "the systems integrator recommended......"  Yeah, that's the guy you want making your NLE choices.  Anyway, have a read.

From Avid to Final Cut and Back Again for Ellen | Film & Video

Very interesting. I'm experiencing the same thing. Round trip starting with Avid to FCP & Adobe Production Suite and back to Avid.

I was just about to post this article for you guys because I am seeing this a lot in the field these days. I've just finished a very large install for both the Maury Povich and Jerry Springer shows who also came back to Avid from FCP this year. The editors on those shows were very appreciative of the workflows offered by the Avid solutions. It was very nice to see and appreciated.

As industry professionals, we are always looking for "The Next Big Thing". It's tough to appreciate the good things you already have sometimes until you no longer have them!

Hey Todd!

BLKDOG:

I've just finished a very large install for both the Maury Povich....

Are they still in the Hotel Pennsylvania?  When I worked for ESPN we had the other side of the studio there.  :)

adios,
Carl

Nope. they've just completed a big move to Stamford, CT.

BLKDOG:

Nope. they've just completed a big move to Stamford, CT.

Ah, you just can't go home again, can you?  :)

Carl

BLKDOG:

It's tough to appreciate the good things you already have sometimes until you no longer have them!

All of us have watched editors stuggle in different NLE's with problems easily solved 4 or 5 different ways in Avid.

Why arent the best of these compiled and adapted for marketing purposes.

because you don't want to get into an individual features "peeing-match", as there are many functions that Avid's competitors do far better than Avid.  It's about total workflow, getting from start to finish, how can you help me and my clients in a efficient and cost-effective manner. 

switthaus:

because you don't want to get into an individual features "peeing-match", as there are many functions that Avid's competitors do far better than Avid. 

Are you being influenced / misled by Apple marketing's barrage of hyped inuendo ("peeing-match") for some of their semi functional individual features??

switthaus:

It's about total workflow, getting from start to finish, how can you help me and my clients in a efficient and cost-effective manner. 

Very interesting story. And they switched back before you could Mix & Match HD framrates on the same timeline. I think Avid is making some very big leaps ahead of the crowd with AMA and their HD workflows.

MC4 handles like a true champ. We always talk about the Avid advantage in media management. We see a big advantage now in just the overall agility of the interface with HD footage. it's really smooth.

I agree that Avid should be jumping on these stories and harping on the theme of "Coming Back Home to Avid". We know they lost marketshare, not lets start taking it back!

Offering students 4 years worth of free upgrades with MC4 is brilliant - the more young Avid editors the better for all of us. Then extending their $495 upgrade price for the MC4 Production Suite down to Xpress DV users is another  great move.  Perhaps the next thing to think about is a competitive upgrade offer aimed at guys who grew up on FCP (or Premeire) , but may also be outgrowing it.

Gary

Ah, "Andrew"....my faithful foil...

Since I cut on both FCP and Avid almost on daily basis, you are off base a bit  in the first part of your "answer".  I am not going to start a flame war on FCP and Avid features, but there are certainly features on FCP that are superior to what Avid has to offer (clip effects for example),  and there are many many things that Avid does better (anything to do with media management for example).  For some workflows, Avid is best, others FCP is the way to go.  Most of the time in my world (spots and short form web/DVD work) it's a coin-toss.  Don't drink the Kool-Aid, man....work extensively on both systems and comment.  You will find most editors who do this agree with the first part of my reply.

As to the second part of your reply, features can certainly be part of the sales pitch, but put them in a context of total workflow solution.  And, Avid's past marketing pushes of "features and LA/Hollywood news" has not really rocketed the stock price up now, has it?  Or gathered increased market-share.  How can Avid market to folks like me, who are not "married" to one platform or another, to make it a default decision to go with the Avid product line?  Listing features ain't gonna do it.

AndrewAction:

such mundane basics.

videoguy:

Offering students 4 years worth of free upgrades with MC4 is brilliant - the more young Avid editors the better for all of us. Then extending their $495 upgrade price for the MC4 Production Suite down to Xpress DV users is another  great move.  Perhaps the next thing to think about is a competitive upgrade offer aimed at guys who grew up on FCP (or Premeire) , but may also be outgrowing it.

Great points.  Avid must get in the process earlier.

switthaus:

AndrewAction:

such mundane basics.

wow, I consider workflow effectiveness, efficiencies and client satisfaction far above "mundane".

Any marketing strategy based on "this package gives you your basic expectation" is doomed to failure unless you price yourself way below any inferior competitor using overhyped marketing based on "features"

switthaus:

work extensively on both systems

switthaus:

You will find most editors who do this agree with the first part of my reply.

I think these stories reflect badly on the client.

TV shows which have big collaborative workflows should never have gone with FCP that was never FCP's strong point and those big clients should never have needed to save money by going with a cheap solution and Avid should never have lost them for that reason.

And it is sad that the 'Avid editor' had no say in the switch to FCP

So i hate those stories!

AndrewAction:

inferior competitor using overhyped marketing based on "features"

I had a really lengthy and detailed response to this, but decided to just bag it.  I just want to ask one thing.  Are you saying that FCP has been successful based on price and over-hyped marketing?