Reality TV Producer Bunim/Murray Drops Final Cut For Avid

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Apr 12, 2001
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Television production company Bunim/Murray, the company which pioneered reality television with MTV's the Real World, has dropped Final Cut Pro in favor of an editing system from Avid, according to a press release from Avid.



Avid today announced that renowned television production company, Bunim/Murray Productions, has selected Avid Media Composer® 6 and Avid Symphony® 6 editing software for all of its programs beginning in early 2012. Bunim/Murray joins a growing number of professional users who have returned to using Avid solutions from Final Cut Pro to meet their production workflow requirements. Additionally, as part of this implementation, Bunim/Murray also plans to deploy an Avid ISIS® 5000 shared storage system to effectively store and share media across its organization.

[...]

"Due to the large volume of media generated by our reality shows, we needed to re-evaluate our editing and storage solutions. At the same time, we were looking for a partner who would understand our long-term needs," said Mark Raudonis, senior vice president of Post Production at Bunim/Murray. "As we talked with Avid, it was clear that the company has really forged ahead since we worked with them years ago. Their commitment to the needs of their professional customers, like us, is clear. And, with the introduction of Media Composer 6, they really raised the bar and have a vision for the future that makes them the right choice for our business."
Apple introduced a completely rewritten version of its Final Cut Pro video editing suite earlier this year to mixed reviews, especially amongst professional editors. The reception was so poor that Apple put its legacy version of Final Cut Studio back on sale in September.

Article Link: Reality TV Producer Bunim/Murray Drops Final Cut For Avid
 

StuddedLeather

macrumors 6502a
Apr 20, 2009
940
100
Brooklyn, NYC
Oh well; You win some, you lose some.

Not sure if this would make Apple rethink it's decisions with FCPX. But maybe it'll spark with the developers, people actually liked Final Cut Studio. I guess they just wanted more enhanced features/additions.

You shouldn't attempt to fix something that's not broke.
 

Reach

macrumors 6502a
Sep 7, 2006
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Wirelessly posted (Mozilla/5.0 (iPhone; CPU iPhone OS 5_0_1 like Mac OS X) AppleWebKit/534.46 (KHTML, like Gecko) Version/5.1 Mobile/9A405 Safari/7534.48.3)

Has any high profile editors publicly gone fcpX? I'd assume very few if so.

Pro FCPX will be in a slump for quite some time (if they ever get back to the professionals that is). They may target others, and I guess we'll see how that goes.
 

Amazing Iceman

macrumors 68040
Nov 8, 2008
3,883
1,436
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Oh well; You win some, you lose some.

Not sure if this would make Apple rethink it's decisions with FCPX. But maybe it'll spark with the developers, people actually liked Final Cut Studio. I guess they just wanted more enhanced features/additions.

You shouldn't attempt to fix something that's not broke.
This was a very bad move by Apple. Hopefully they don't kill Logic Pro.
I guess Apple decided to build the new FCPX from scratch instead of migrating their code to the new SDK. They probably thought they would make some money by releasing a new version altogether.

Now I wonder what would happen to FCPX if Apple decides to go back to FCP 9.
BTW, does the old version fully supports Lion?

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Wirelessly posted (Mozilla/5.0 (iPhone; CPU iPhone OS 5_0_1 like Mac OS X) AppleWebKit/534.46 (KHTML, like Gecko) Version/5.1 Mobile/9A405 Safari/7534.48.3)

Has any high profile editors publicly gone fcpX? I'd assume very few if so.

Pro FCPX will be in a slump for quite some time (if they ever get back to the professionals that is). They may target others, and I guess we'll see how that goes.
Not many people in their right mind are going to dump all their investment in special plugins to move to a new version that's barely backwards compatible.
What a shame for Apple. Someone made a bad decision while being drunk or something like that.
 

fiddle

macrumors newbie
Oct 6, 2011
10
1
When it comes down to it, Apple had a good run with FCP and Logic, but the reality is that Avid and Protools has and will continue to be the gold standard..
 

Kabeyun

macrumors 68020
Mar 27, 2004
2,371
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This should really surprise no one. The quote, "Their commitment to the needs of their professional customers, like us, is clear." should sting. Apple, Inc's entire direction is away from the professional consumer who helped build their success in the first place (killing Xserve, the FCP debacle, nebulous MacPro future, Lion!). You've made your choice, Apple. Now sleep in the bed you've made.
 
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fiddle

macrumors newbie
Oct 6, 2011
10
1
^ agreed Kabeyun...
Apple was always the professionals choice for hardware/software in the video and audio industry, now they are geared towards phones and Ipads.. O well..
 

EnergonCube

macrumors member
Aug 17, 2009
31
0
This is no skin of Apple's......apple?
Actually, it is. You just can't see it happening because it's a trickle-down effect. The professionals are "influencers" and if Apple loses them, they'll be losing the inner foundation and core that saved them in the first place.
 

rmwebs

macrumors 68040
Apr 6, 2007
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This should really surprise no one. The quote, "Their commitment to the needs of their professional customers, like us, is clear." should sting. Apple, Inc's entire direction is away from the professional consumer who helped build their success in the first place (killing Xserve, the FCP debacle, nebulous MacPro future, Lion!). You've made your choice, Apple. Now sleep in the bed you've made.
Spot on. IMO the last 18 months has shown that Apple no longer have a long term commitment to the Mac past consumer use.
 

leukotriene

macrumors regular
Aug 1, 2008
148
0
Actually, it is. You just can't see it happening because it's a trickle-down effect. The professionals are "influencers" and if Apple loses them, they'll be losing the inner foundation and core that saved them in the first place.
I mean...really though? You think that professionals switching to Avid is somehow going to slow growth of iOS devices and hurt Apple's bottom line?

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This should really surprise no one. The quote, "Their commitment to the needs of their professional customers, like us, is clear." should sting. Apple, Inc's entire direction is away from the professional consumer who helped build their success in the first place (killing Xserve, the FCP debacle, nebulous MacPro future, Lion!). You've made your choice, Apple. Now sleep in the bed you've made.
Yeah you nailed it. Apple's core market is the consumer, not the professional. The consumer market is orders of magnitude more profitable and ripe for disruption, and unfortunately Apple knows where it's success in the past half decade has come from (hint: not Mac Pros and FCP licenses).
 

The Economist

Suspended
Apr 4, 2011
293
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You guys are forgetting that Apple is in the hardware business, they just happen to have some great software. I suspect Apple wants to pass the torch to other companies when it comes to professional software.
 

kingtj

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Oct 23, 2003
2,550
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And the pendulum swings .....

Sure, that comment was intended to sting, but I think Apple has a pretty good sense of direction most of the time. The changes they're making like FCPX and a stronger consumer-slant on things isn't some random whim of Apple management.

They're probably looking at the big picture and the long-haul and asking a lot of tough questions about what sustains the company best -- and we're seeing their conclusions.

I know the "pros" out there never like comments like this, but I'm going to say it anyway: Some of you guys are slowly becoming dinosaurs. What Apple realizes is we're headed for a future where traditional media is losing relevancy. (EG. You can be a big-shot video producer or editor for a television network like MTV and right now, that still means something. But you know what? It means less than it did a decade ago, when everyone expected to watch a music video on TV to go with every new song they heard and liked. It will mean less still in another decade, when cable and satellite television are dead concepts, and the public simply gets a single high-speed internet connection into their home that serves all purposes. Costs will keep decreasing on "pro quality" video recording equipment, just like they did for audio recording, and people will produce their OWN high quality material that once required studios and specialists.)

In THAT future, you know who has the best business model? It's the company that provided tools that hobbyists can tinker with in their basement and get good, professional results with. I'm not saying some won't go on to become a new generation of "video professionals", but they're likely to use workflows more like what FCPX offers (assuming the product matures over the years too, which it should if it's not abandoned).


This should really surprise no one. The quote, "Their commitment to the needs of their professional customers, like us, is clear." should sting. Apple, Inc's entire direction is away from the professional consumer who helped build their success in the first place (killing Xserve, the FCP debacle, nebulous MacPro future, Lion!). You've made your choice, Apple. Now sleep in the bed you've made.
 

MBHockey

macrumors 68040
Oct 4, 2003
3,929
168
New York
This should really surprise no one. The quote, "Their commitment to the needs of their professional customers, like us, is clear." should sting. Apple, Inc's entire direction is away from the professional consumer who helped build their success in the first place (killing Xserve, the FCP debacle, nebulous MacPro future, Lion!). You've made your choice, Apple. Now sleep in the bed you've made.
They are, and they are sleeping like babies.
 

GoodWatch

macrumors 6502a
Sep 22, 2007
954
36
Rotterdam, The Netherlands
Sure, that comment was intended to sting, but I think Apple has a pretty good sense of direction most of the time. The changes they're making like FCPX and a stronger consumer-slant on things isn't some random whim of Apple management.

They're probably looking at the big picture and the long-haul and asking a lot of tough questions about what sustains the company best -- and we're seeing their conclusions.

I know the "pros" out there never like comments like this, but I'm going to say it anyway: Some of you guys are slowly becoming dinosaurs. What Apple realizes is we're headed for a future where traditional media is losing relevancy. (EG. You can be a big-shot video producer or editor for a television network like MTV and right now, that still means something. But you know what? It means less than it did a decade ago, when everyone expected to watch a music video on TV to go with every new song they heard and liked. It will mean less still in another decade, when cable and satellite television are dead concepts, and the public simply gets a single high-speed internet connection into their home that serves all purposes. Costs will keep decreasing on "pro quality" video recording equipment, just like they did for audio recording, and people will produce their OWN high quality material that once required studios and specialists.)

In THAT future, you know who has the best business model? It's the company that provided tools that hobbyists can tinker with in their basement and get good, professional results with. I'm not saying some won't go on to become a new generation of "video professionals", but they're likely to use workflows more like what FCPX offers (assuming the product matures over the years too, which it should if it's not abandoned).
Just out of curiosity, are you in the business? Are you a professional video editor or producer?
 

Yogomi

macrumors member
Nov 27, 2011
34
0
As a film maker/editor and professional music producer, hearing that reality TV producer made the switch to Avid is hardly influencing. The type of footage and quality of the content actually matters when the final result is presented. There are some reality shows that might be appealing, but the majority of it is hardly influencing, artistically. I don't see a lot of serious film makers jumping ship over this news. I started with Avid many years ago and moved to FCP in 2004. Still using FCP. This news definitely doesn't make me want to switch.

I started producing with Digital Performer in 1994, moved to Pro Tools in 2000 after my third single release and thought there was nothing better. It is definitely an industry standard. However, in 2010 I finally looked into Logic after trying to resist it for many years. I moved to over at the end of 2010 and find it to be much more flexible, powerful, and innovative.

In the end it is truly a personal choice. I started using these apps because of personal research. Definitely not because of any one else using it.

I don't think Apple is really forgetting their professional market. It seems to me they are making it more attainable for consumers to use professional grade applications. They are still making all the computers and use compatible software that allow me to do my job. (I'm also a Creative Director.)

A normal consumer is not going to purchase FCP or Logic Studio. They'll probably be happy with just iMovie or GarageBand which they still may never use beyond the basic operations. This is from personal observation of family and friends.

I have worked professionally as a designer, director, producer since 1994 and have yet to find that Apple didn't have something or stopped making something that I've needed in my work.

-F.
 

Nuvi

macrumors 65816
Feb 7, 2008
1,015
382
I mean...really though? You think that professionals switching to Avid is somehow going to slow growth of iOS devices and hurt Apple's bottom line?

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Yeah you nailed it. Apple's core market is the consumer, not the professional. The consumer market is orders of magnitude more profitable and ripe for disruption, and unfortunately Apple knows where it's success in the past half decade has come from (hint: not Mac Pros and FCP licenses).

In all honesty I have no problem switching to Android or what ever Windows Mobile platform. However, I've been working in media production many years now and I've invested great deal on professional Apple HW/SW. Moving away from that is much much harder then switching mobile platforms. If I'm forced to move away from Apple in my professional life then you can bet I'll throw away my iToys just for the fun of it.

iToys might give Apple short term success but I'll bet that professional users give them long term stability. Let's face the facts here, there will come a day when Apple gear is no longer cool...
 

puggsly

macrumors member
Sep 9, 2003
49
23
San Diego
In all honesty I have no problem switching to Android or what ever Windows Mobile platform. However, I've been working in media production many years now and I've invested great deal on professional Apple HW/SW. Moving away from that is much much harder then switching mobile platforms. If I'm forced to move away from Apple in my professional life then you can bet I'll throw away my iToys just for the fun of it.

iToys might give Apple short term success but I'll bet that professional users give them long term stability. Let's face the facts here, there will come a day when Apple gear is no longer cool...
I was on the side of the people saying apple stumbled with FCPX but this comment is just stupid. The "iToys" you speak of now represent 70% of apples business. Over the past 5 years of "iToys" Apple has made more money than it had in the previous 30. And even before the "iToys", apple made more money from consumers than professionals every year. So don't over value yourself.

That said, I hope Apple realizes how much better it would have been to keep FCPX in the lab for 9-12 more months before putting it out. Change is hard and even if it is all positive change people will push back. But when you take key features away and make major changes at the same time, you end up with customer problems, and Apple is doing this more and more.

AppleTV vs AppleTV2 (more complicated setup, more limited photo streaming, no Extras or movie purchase support)
SnowLeopard vs Lion (lost PPC code support, over simplified Calendars and contacts)
MobileMe vs iCloud (no hosting, no snowleopard support, no iDisk, etc...)

There are positives to each of these things as well, but apple users are normally excited about the upgrade cycle because they know things just get better! But then this happens and you get people holding off on upgrades and looking around at other solutions.

Do better Apple!
 

Doc750

macrumors 6502a
Aug 11, 2010
803
4
If you lose the pro market, you lose the student and wanna-be pro market.

This is going to be just another (BIG) step in Apple's fall. They're losing their core, and trying to spread out too thin.

Que fan boy rhetoric .....