Latest post Wed, Jun 16 2010 1:59 AM by DylanReeve. 28 replies.
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  • Mon, May 24 2010 9:14 PM

    • wookie25
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    Avid to support "AJA" and "Blackmagic" hardware?!

    I was reading this article over the weekend on studiodaily.com                 in which Avid execs Gary Greenfield, CEO, and Kirk Arnold, COO                 where talking about mc v5 and I noticed this very interesting quote:


    "With regard to integrating more 3rd party hardware, Greenfield noted that Avid supports theMatrox Mini, but that this is only the first of many 3rd party vendors Avid will support. “Our goal is clearly to be more open,” he said. “We’re providing the SDK (software development kit) to 3rd party vendors so they can create drivers for Avid. Whether it’s AJA or Blackmagic Everyone has their own favorite. We recognize the need for low-cost i/o. We will provide the SDKs to these folks as we have with all the camera  manufacturers.”

    Here's the article link: http://www.studiodaily.com/blog/?p=3236

    Could it be that Avid have finally seen sense and realised that                 ludicrously overpriced hardware is not the way forward?.

    Any further comments Avid??....

     

  • Tue, May 25 2010 3:13 AM In reply to

    • DylanReeve
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    That's a very interesting find - certainly the first I've seen about it.

    FCP implements I/O through a Quicktime layer I believe, so that why it's (almost) always had a wide hardware base, but I personally don't think any of the thirdparty hardware with FCP gives the same level of performance as Avid hardware with Media Composer.

    Avid providing an SDK to hardware makers is probably the best way forward, rather than Avid writing device support for those devices themselves, but how long it might all take and what level of performance we can expect is a big unknown.

    Very interesting to see that comment though.

    Various systems - including HP Z440 and Z840 workstations Media Composer 2018 [view my complete system specs]

    Dylan Reeve - Edit Geek // Online/Offline Editor // Post Production Supervisor
    Auckland, New Zealand

     

  • Tue, May 25 2010 3:34 AM In reply to

    • jef
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    I was just going to post a note on this.  Thanks for saving me the trouble!  Smile

    Since this was a public event (no NDAs) I would love to know several things:

    Have the SDKs been released to third parties yet?

    If not, when will they be?

    Why was this not announced at NAB?

    This is - in my opinion - a much bigger announcement than the Matrox Mini alliance.  In fact, if I had planned to buy a Matrox  Mini, I would put that decision on hold.  Even for a playback only solution, the Blackmagic Decklink is potentially a better deal - real SDI outputs.  Plus, being able to buy 1 product such as a AJA Kona Card to service all major NLEs in one computer is a real benefit for many users.

    This move, along with MC5, really makes the AVID / FCP choice quite different.

    I will say that the devil will be in the details.  I would think that AVID would have to do some work to integrate third party IO into the app.  Maybe not.  Waiting to see.

    Jef

    Avid DS 11.0.2 R.I.P | MC "Well, it depends ..." 2021 iMac w Big Sur [view my complete system specs]

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    Jef Huey

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  • Wed, May 26 2010 1:45 AM In reply to

    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    I'm moving this thread to the Chat with Avid Forum.

    Newscutter Nitris DX 9.5.3.5 * Media Composer 5.5.3.6 (At Home on PC running XP Pro) * Symphony 6.5.2.1 (At home on MacBook Pro3,1 running 10.7.2) * Interplay... [view my complete system specs]

    Larry Rubin

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  • Wed, May 26 2010 2:10 AM In reply to

    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    My personal favorite in BOBs. Love to see support for this one.

    Newscutter Nitris DX 9.5.3.5 * Media Composer 5.5.3.6 (At Home on PC running XP Pro) * Symphony 6.5.2.1 (At home on MacBook Pro3,1 running 10.7.2) * Interplay... [view my complete system specs]

    Larry Rubin

    Senior Editor

    The Pentagon Channel

    www.pentagonchannel.mil

  • Wed, May 26 2010 3:03 AM In reply to

    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    While necessary, this makes me kind of sad actually. Avid had a head start over everyone in terms of video hardware.

    BM, AJA, Motu shouldn't have nearly the penetration they've have if Avid had capitalized on their position and sold hardware for open systems. Now Avid is conceding the hardware market for even Avid-only products to third party makers. It sounds like Avid is saying it just can't compete in the hardware arena.

    "When I spent 60k on a discreet edit digisuite system 10 years ago someone came up to me to offer fcp 2, I said it was a scam too." -Ric

  • Wed, May 26 2010 9:43 AM In reply to

    • DylanReeve
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    Avid can't compete in the hardware arena with companies like AJA and BMD who have massive volume and specialised facilities - a basic DeckLink card with HD/SD SDI I/O is $295!

    In some ways I think it's good if this really is Avid letting third parties provide fully featured I/O for Media Composer - it increases the product base for Avid's core NLE product, and also makes Avid a much more viable option for current FCP installations with existing hardware. Also, it will let them focus on other core areas (personally I'd like to see more DS development, and a solid rethink about the place of Symphony) - and their purchase of Euphonics is also opening up another growning market to them at a good time.

    I still tend to think that third parties will have difficulty getting the performance out of their hardware that Avid manages to get out of theirs, so hopefully they will continue to develop their line for the higher end work still.

    Although at this stage, with only a single quote without much context it's hard to know exactly what's on the cards.

    Various systems - including HP Z440 and Z840 workstations Media Composer 2018 [view my complete system specs]

    Dylan Reeve - Edit Geek // Online/Offline Editor // Post Production Supervisor
    Auckland, New Zealand

     

  • Wed, May 26 2010 10:48 AM In reply to

    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    I think the single quote is quite clear. They are going to provide SDK's to whoever wants to make an Avid-compatible I/O device.

    Media Composer Symphony | PT Ultimate | Win10 HPZ | OSX MBP | ISIS5000 [view my complete system specs]
  • Wed, May 26 2010 1:56 PM In reply to

    • NICKB
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    Sycophant:
    I still tend to think that third parties will have difficulty getting the performance out of their hardware that Avid manages to get out of theirs,

    Why?

    Other than scaling i see no extra performance being talked about of the Nitris box over software only.

     

    Still this is very good news and proves Avid has listened to us and this feature was possibly the most expensive (in lost $ terms) for Avid to implement.

  • Wed, May 26 2010 2:07 PM In reply to

    • OliverPeters
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    The general trend is NOT to make proprietary hardware anymore. It simply isn't cost-effective. In the case of Avid, the vast majority of MC installations wouldn't get any advantage from acceleration through proprietary hardware. The trend is to leverage GPU-acceleration, so why re-invent the wheel?

    The other logical side of this is that many facilities already own the competitors' NLE(s). They may be interested in adding MC-soft, but not make a new investment in Avid hardware. By opening up, it makes it easier for these customers to add MC to their toolkit.

    - Oliver

     

  • Wed, May 26 2010 9:23 PM In reply to

    • DylanReeve
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    Well actually I suppose there is no reason third-party cards couldn't achieve the same results. I'm really basing my thoughts on my experience with FCP and various cards - where they work well, but don't deliver the same reliability and performance I've coem to expect from Avid hardware - but obvioulsy there are a lot of factors at play there.

    Various systems - including HP Z440 and Z840 workstations Media Composer 2018 [view my complete system specs]

    Dylan Reeve - Edit Geek // Online/Offline Editor // Post Production Supervisor
    Auckland, New Zealand

     

  • Wed, May 26 2010 10:09 PM In reply to

    • Mark Renz
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    Sycophant:
    where they work well, but don't deliver the same reliability and performance I've coem to expect from Avid hardware

    The down side to 3rd party I/O is now we get to deal with the finger pointing from one another. Avid says it is (insert compay name here)'s problem. Then when you talk to that company, they point to Avid. I have been down this road with that other NLE and BMD. No thanks I will keep my overpriced DX box. At least I can get support from one company.

    Media Composer Nitris DX 2018.12.15 with Symphony option Win10 64Gb Ram * Media Composer 8.8 with Symphony option Nitris DX Dual 2.66GHz "Westmere"... [view my complete system specs]
  • Wed, May 26 2010 10:21 PM In reply to

    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    outpostbc:

    Sycophant:
    where they work well, but don't deliver the same reliability and performance I've coem to expect from Avid hardware

    The down side to 3rd party I/O is now we get to deal with the finger pointing from one another. Avid says it is (insert compay name here)'s problem. Then when you talk to that company, they point to Avid. I have been down this road with that other NLE and BMD. No thanks I will keep my overpriced DX box. At least I can get support from one company.

    One throat to choke, so to speak.

    Media Composer 8.2 Dongle+Symphony Option Win7x64 Pro HP zBook 15" Laptop - 16GB RAM (2nd System) Media Composer 8.2 Dongle+Symphony Option - HP z420... [view my complete system specs]

     The FunkyDragon 

    Happy Editing!

  • Wed, May 26 2010 10:30 PM In reply to

    • Marianna
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    Stand by folks...

    I was out today for 5 hours so I am behind and havent even gotten to the forums yet.  Dylan pinged me so I will be addressing but I have a few calrifications I need first.

    back soon.....

    marianna

    Director of CSM | Customer Advocate [view my complete system specs]
  • Thu, May 27 2010 1:44 AM In reply to

    • switthaus
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    Re: Avid to support "AJA" and "Blackmagic" hardware?!

    outpostbc:
    The down side to 3rd party I/O is now we get to deal with the finger pointing from one another. Avid says it is (insert compay name here)'s problem.

    first AMA and now this!  Avid is getting more and more like FCP every day!  Wink

    Scott Witthaus

    Owner/Editor/Post Production Supervisor 1708 Editorial

    http://vimeopro.com/1708editorial/1708-editorial

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