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Making great products to serve professionals is our lifeblood

Only published comments... Jun 30 2011, 12:00 AM by Gary Greenfield

There have been unprecedented conversations taking place online, in the press, and in person about professional video editing during the last couple of weeks. And the discussion has been both passionate and personal, because this is about your livelihood.


For Avid, making great video and audio products to serve the needs of professionals - top editors, whether for film, theatrical, television, broadcasters, major film and music studios, or independent film producers is our lifeblood. You can depend on us to be thinking about your needs first.


Over the last few years you have helped us double down on our efforts to improve our products with the features and reliability you need for great story telling – we have been led there by you. Whether you’re working independently or collaborating with others, Avid wants you to know we are going to be there to help make you successful.


We are listening. And one of the things you have clearly said is that you want Media Composer to be more accessible. In response to your feedback, we are extending the cross-grade to Media Composer -  through September. Final Cut Pro (excluding FCP X) users can get Media Composer 5.5 at the promotional price of $995 USD. You can order the cross-grade as of next Tuesday, July 5th. But I encourage you to download the free 30 day Media Composer right away, to get acquainted with its capability. Check it out:


We have also heard many of you ask to know more about our strategy and we want to hear more from you. To get started, Kirk Arnold and I are planning to be in Los Angeles on Wednesday, July 13 for an event (stay tuned for details coming soon), to meet with you, listen to you and talk about Avid’s ongoing commitment to professional editors (and to give you a glimpse of what’s ahead). Hold the date and plan to join us.



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About Gary Greenfield

In his role as Chairman, Chief Executive Officer and President, Mr. Greenfield is overseeing a number of initiatives designed to achieve greater operating efficiencies across the company and to solidify Avid’s position as a world leader in designing and developing innovative content creation, media production and broadcast solutions.

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