Bunim/Murray Productions, known for their creation of The Real World and credited with starting the Reality Television genre has dropped their Apple, Final Cut Pro post-production workflow and has opted to go back to Avid.
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. [See the full press release.]
I can’t help but read between the lines here: ”Apple screwed us over. We will not be back.”
Apple certainly made quite a leap forward in multiple features within FCPX, but it is nowhere ready to be implemented within a professional post-production workflow. Here we are six months after its introduction and you still cannot even hook up an external broadcast monitor, for example. (I think it is pretty clear that Apple does not want to be king in that market – which is a real disappointment for those of us that love using Apple products and have attached our livelihoods to them.) We will see more and more stories like this.
Two things I find interesting here: First, Industry does not love huge evolutionary leaps. That is, if key features they need are left out in the evolution, then Industry will make move in other directions to protect their future. And second: it is amazing to remember how Apple transformed the Post-Production market by entering it, and now again by exiting.
UPDATE: Mark Raudonis, Creative Cow Member and SVP of Post Production at Bunim/Murray gives the inside story on the COW.