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The new Media Composer at Key Code Media

Great event at Key Code Media Burbank last night. Avid gave a 30 minute presentation of the new Media Composer interface, Tridib Chakravarty of StorageDNA gave a (too brief) presentation on the different Nexis cloud storage options, and there was a brief panel about the ‘reality’ of reality television post production. You can watch a stream of the event with my thoughts below:

I’m excited to work with the new Media Composer interface. Full stop.

…but I firmly believe that Avid needs to open up the “.avb” Bin file format. The future of the NLE is extensibility. One look at Premiere’s integration with Frame.io or Transcriptive is enough to show you how far behind Avid Media Composer is. This gap is only going to accelerate as the practical application of AI/ML increases.

Even if Avid Technology opens Media Composer up, it could already be too little, too late. The editor who only edits is becoming rarer and rarer these days. The new generation of editors are fluent in the peripheral tools like Photoshop and After Effects. Adobe clearly has the advantage here with their Creative Cloud offering. Premiere is the Final Cut Pro 8 we wanted but never got. The financial equation is very much Adobe + Avid. So what is Avid really bringing to the table?

The storageDNA presentation was much too short, but clearly described the differences between all of Avid’s Nexis cloud offerings. Avid really needs to make this stuff clearer if they want to help migrate our workflows into the cloud.

Finally, the panel discussion evoked the following thought: scripted production is the triumph of production management, reality production is the triumph of post production management.