Singapore - With its latest Media Composer 5, Avid hopes to grow their market share in Asia and shed the perception that the editing software is only for "big Hollywood" types.
Released last Friday, the price for Media Composer 5 starts at US$2,295.
According to Lance Lim, Avid’s field marketing specialist for Southeast Asia, the company recognises that its presence in Asia is not as far-reaching as compared to other editing softwares in the market.
However, he adds that as Media Composer now works off Mac and PC platforms, the software is accessible for clients in the mid-sized post-production houses.
To win more people over to Media Composer, Lim says the company has several outreach efforts. Firstly, it has tied up with local film festivals, such as the recent 48 Hour Film Project Singapore, to create awareness among filmmakers about the software’s accessibility.
It is also looking to work with local schools to help equip the next generation of editors with Media Composer skills.
In addition, Avid will also conduct seminars for professional editors from post-production houses and broadcasters, such as the one is is hosting on 8 July in Hanoi, Vietnam.
"Of course from a price point, people are going to say that Final Cut Pro is cheaper. But you have to look at the whole package, such as what Media Composer can do for you. To get to a higher level of editing, [Media Composer] is what post-production houses may want to consider."
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