Blog, business, post production for film and video, sound

New Avid and AJA announcements at NAB

By virtue of being both a marketing expert and a technology expert, I watch everything that happens at the major tech trade shows. This week Las Vegas saw the NAB (Natl. Association of Broadcasters) show, which lets people in the broadcasting industry see what technology is coming up. Two things jumped out at me (from the news — I wasn’t there. My corporate travel account is at zero — LOL):

Avid is now publicly integrating all of their companies: Avid, Digidesign, Sibelius, M-Audio, etc. This means that there will be tighter integration between all of their products, making for faster “round-tripping” between apps. Does that mean that I will start using Avid instead of Final Cut Pro? Probably not immediately, but, as this blogger points out, cross-app integration has been very good for both Apple’s and Adobe’s post production suites (with Adobe doing a slightly better job at it than Apple). And it might also help intra-app round-tripping as well. But for us smaller, independent/freelance artists/producers, this announcement doesn’t bring as much punch as I would like: I don’t want Digi or Avid to relegate the freelancers to only using M-Audio products (although they are quite good); I would like a low-cost Digi system that can compete with HD systems, and a low-cost Avid system that can compete with FCP. I know they already make these (kindof), but I want to see them supported and upgraded. Just my two cents.

Also at NAB, AJA announced a new box called the Ki Pro, that takes any signal (even from an SD camera) and can upres it to full HD ProRes 422 video. List price is under $4k. This would be a boon to people (like me) who have lots of good, but old, SD cameras, that might be used as “B” or “C” cameras on an HD shoot if we could get fast and clean up-rezzed material. I’m going to watch this new product carefully to see if they come down in price and/or could be of use in my company.