Avid Ends Xpress, Reduces Price of Composer

WOW! After Avid's pullout from the NAB show, we've all been waiting to see what their next move would be. It looks like we got it in the form of a press release this morning. Avid has announced their multi-tiered "New Thinking" strategy, the first phase of which includes the simplification of their product line, new software pricing, updated support services and new online community resources. This product simplification means end to development and upgrades of their Xpress product line along with a price reduction on upgrades, new versions, and academic versions of their Media Composer software.

So, if you just purchased Media Composer software this year, you may be eligible for a credit from AVID on future purchases. If on the other hand you purchased Xpress Pro this year, then now is the time to call your ProMax rep and get a Media Composer upgrade on order now. It's only $495 to upgrade from Xpress Pro! ProMax is already taking orders for our customers and look forward to helping you get MC soft. If you are looking for a complete Turnkey editing system featuring Media Composer, ProMax has you covered with our Media Composer turnkey systems, starting at under $9500, which includes a MC Soft license, an HP XW8400 3.0 Ghz workstation with 1TB of video storage and a pair of 20" computer monitors. As usual systems can be custom built to meet your needs.

It's quite clear what Avid intends to do here, particularly as it relates to Final Cut Studio. If part of their next tier is to allow for the use of 3rd party hardware with their Media Composer software, they may be onto something in terms of a competitor to Apple in the small-to-medium post production business segment. Frankly, I'm not sure what other approach they could take to make a $2495.00 software price point appealing, unless they really take turns to focus on streamlining tapeless workflows with all the major manufacturers.

Another interesting plot to watch is the emergence of another competitor on the video IO hardware front on the Mac. Who could it be?

As always, it should be interesting. We'll be here watching.