We mentioned Avid’s “New Thinking” campaign launch recently, and the direction they are now headed to woo young and experienced editors alike to the Media Composer platform. There’s been a lot of discussion on the announcement, some positive, some negative. Here’s a few interesting comments by blogger Mike Jones. Excerpt from The Death of Avid (started a long time ago):

“The Avid interface, the Avid mentality, is one born out of keeping traditional editors relaxed and comfortable, designed around ensuring traditional broadcasters felt secure in their major financial outlay on hardware. But every year since Avid’s inception there have been less traditional editors to keep relaxed and comfortable. Every year there were new editors to take their place. Editors who were Digital Natives, not Digital Immigrants. Editors for whom the analogue language, the tape-to-tape paradigm, the hardware base, the stoic mechanics, made no sense - seemed simply old, archaic, inflexible and even irrational. The Digital Native editor whose life centres around a laptop so powerful they barely understand the idea of an ‘off-line’ edit, looks at the Mojo and the Adrenaline with the same quizzical smile as computer nerd looks at a ‘mainframe’ computer as big as a room from the 1970’s.”

“…I feel angry that a company with such dominance, such power, such influence over the creative artform of our age was so condescending of its users as to refuse to grow with them, refuse to let them grow, refuse to aknowledge new ideas from new younger minds. I feel somewhat angry such a company would not seek to be more accessible, more efficient and instead trade their business on excess, superfluousness and a culture of snobbery whose only means of distinction was to forge a hard line in the sand and declare Real Professionals on their side and Child-like Wannabes on the other.”

Excerpt from Avid’s ‘New Thinking’ isnt ‘new’ to anyone but themselves:

“That Avid have launched a new online support portal for Avid users that utilizes a peer/user ranking system to rate the usefulness of posts and tutorials is positively laughable for its lack of vision. Where have you been Avid? The rest of the digital production world has been fully engaged developer-sponsored, on-line peer-exchange for years. Welcome to the 21st century, we hope you enjoy your stay.”

Strong words, to be sure. And I imagine that many could take issue with some of the claims (like the opinion that Media Composer offers “nothing” over other NLE options at twice the price). However, much of what is said here rings true in my ears. What do you think?