TV producer Bunim/Murray Productions drops Apple’s Final Cut for Avid editing software

Avid today announced in a press release that 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.

Widely credited with creating the reality television genre with its hit series The Real World, Bunim/Murray is an Emmy Award-winning production company that continues to lead the way with popular programs, including: Keeping up with the Kardashians, Kourtney & Kim Take New York, Project Runway, and more. Following recent market shifts, Bunim/Murray reconsidered its professional video editing software options and was looking for a software provider whose professional editing solution met their needs – today and into the future.

“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, in the press release. “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.”

Working closely with Avid and its reseller partner Key Code Media, Bunim/Murray ultimately selected Avid for its long-term commitment to the professional market as well as continued technology innovation, including the ability to integrate Media Composer 6 and Symphony 6 into its existing infrastructure with the new Avid Open I/O and enhanced Pro Tools interoperability. With the addition of the new Symphony 6 software solution with Total Conform, which allows for smooth transfer of offline projects in Media Composer to Symphony for online editing and finishing, and advanced finishing and mastering capabilities, Bunim/Murray can more easily complete all of its mastering work in-house.

“With the Avid Open I/O, we won’t need to change out any of the hardware from our existing editing stations. Instead it’s just a software install. In addition, we’ve always used Pro Tools, so we’re looking forward to saving time and gaining added efficiencies through Media Composer and Pro Tools interoperability,” added Raudonis.

“Bunim/Murray is a recognized leader in reality television, and we’re honored to have the opportunity to work closely with them and provide them with the capabilities they require to support their demanding production requirements,” said Kirk Arnold, chief operating officer at Avid. “This announcement also reflects our continued customer focus, and we will continue to listen and work together with our customers to deliver powerful and versatile solutions.”

Source: Avid Technology, Inc.

MacDailyNews Take: Short-sighted, time-wasting, instantly regrettable, regressive stupidity. Just like their TV shows.

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Editor Walter Murch is feeling better about Final Cut Pro X – November 8, 2011
Apple releases major Final Cut Pro X update; debuts free 30-day full version trial – September 20, 2011
Film editor: Apple’s Final Cut Pro X is flexible, powerful, incredibly innovative software – September 12, 2011
Gartenberg on Final Cut Pro X: Why Apple dares to change your apps – July 17, 2011
IT Enquirer reviews Apple’s Final Cut Pro X: Very much a professional’s tool – July 8, 2011
Apple to allow additional Final Cut Pro 7 enterprise licenses; FCP X improvements coming soon – July 7, 2011
Former Avid employee on Final Cut Pro X: Only Apple seems capable of pushing boundaries – July 5, 2011
Why Apple built Final Cut Pro X – July 1, 2011
PC Magazine: Apple’s Final Cut Pro X makes serious leaps and bounds past its predecessor – June 30, 2011
Shake product designer explains Apple and Final Cut Pro X – June 29, 2011
Apple answers Final Cut Pro X questions; promises multicam editing and more – June 29, 2011
Change.org petition demands that Apple not change Final Cut Pro – June 27, 2011
Final Cut Pro X ‘backlash’ coming from competitors scared to death over Apple’s $299 price tag? – June 24, 2011
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Answers to the unanswered questions about Apple’s new Final Cut Pro X – June 23, 2011
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71 Comments

    1. Apple were the shortsighted ones here. And MDN is following suit.

      The writing is on the wall. It won’t be buts few years (if that) before the MacPro line is discontinued. The transitions way from pros to IOS is nearly complete. Those of us who make our livings using computers will have no choice but to look elsewhere. That’s a real shame. The pro market is too small and “difficult” for Apple to properly service now.

        1. That’s true. But the pro market gave Apple credibility. In turn we got top notch tools. Now they don’t need us to make them respectable anymore.

          I am looking, with the utmost dread, to the day I have to transition everything away from the Mac. Nothing else even comes close…

        2. As an aside, I no longer think Apple really wants creatives on their side. Seems they only want to make the average user feel empowered by letting them think they really are creative and artistic by using a cookie cutter approach to all things artistic. More clipart for the masses. Meh. Color me underwhelmed.

            1. Just adding my agreement with those in this thread. Apple is the short sighted one in releasing the FCX joke, and MDN’s take is clueless. I’m desperately hoping Apple will wake up and reverse their direction before they kill their golden egg. And please Apple leave Logic alone!

    2. Wow, a cacophony of MDN trolls, howling at the straw-man. You know, It really dosen’t seem like any of you actually work in the film industry.
      We have begun to use FCPX in a couple projects and the almost unanimous opinion is that it is the next revolution in post. Having the flexibility of real time everywhere (even down to real time dialog settings) is literally game changing. FCPX defines what the next generation of video editing software will be in the next decade and will no doubt totally disrupt the (post software) industry, again. If I were an executive in Avid or I would be worried too 😉

  1. … I find it “amusing” that Avid would decide to make a splash about their regaining a lost customer.
    Second … you use that software, you GOTTA buy the storage array. DUH ! ! !
    Third … I must watch an hour of all their shows, combined, in a period of a year – while surfing between shows I WANT to watch. Total. Dreck!

  2. The source is Avid. ‘Nuff said.

    Although, since I’m here… 🙂

    Kudos to Mark Raudonis, Bunim/Murray’s SVP of Post, for his positive way of spinning “Apple’s so incredibly inept at communicating with its pro customers that even Avid looks good in comparison.”

    Many companies dumped Avid to go to FCP because the prices were ridiculously low. Now they’re paying the price.

    I say this as a 27-year Mac fanatic and one-time 4KB Apple II programmer. Apple’s awesome. But they’re absolutely horrible at serving pro customers.

    1. Yes we are editing a full length HD feature in FP7 and it’s crashing far too frequently despite a very healthy setup and due diligence on system maintenance and swapping our preference files. The memory limitations are galling. We can barely can keep one 85 minute sequence open before getting memory error messages (on Mac Pro’s loaded with memory). I have been an FCP user since V.1 but it pains me but I may go Avid after this if FCPX isn’t up to snuff soon (MULTICAM,etc.). If they had a version of 64 bit FCP 8 finished as is rumored they should have released that first and waited another year or two for FCPX.

  3. Obviousny none of you work in the TV industry.. how apple handled the FCP X evolution was a joke – doesn’t work with any past projects.. doesn’t do 80% of the things true professionals need. AND the biggest issue – Apple has made no real effort to reach out to pros about their roadmap and if they plan to add features desperately needed.

    FCP X has many neat ideas, but so do several other NLEs out there. As much as I love apple, they really dropped the ball on this.

    1. Indeed. My FCS based clients are pretty much all looking at moving off the platform at next tech refresh. Apple have seriously screwed this up and pissed away a lot of goodwill. Something which will eventually come back and bite them.

      1. Agreed. It’s sad to lose the pro support they used to stand by. MDN – pros are switching because FCPX is not currently a professional platform. End of story. I love Apple too, but get off your high horse.

  4. I don’t really think Apple cares. Apple is more interested in the consumer market, which is much more lucrative and more diverse. Apple’s goal is to provide creative consumers with powerful tools that allow them to create professional-grade work, not to cater to the small, entrenched professional creative industry. Small markets like that carry too much risk of the customer dictating to the provider, which as we all know is a situation Apple absolutely loathes.

    Apple would never admit it, but they wouldn’t mind losing the professional market altogether, provided they can do it in a way that doesn’t make them look bad with consumers.

    ——RM

    1. You’re right, Apple’s moves the last couples years have been decidedly anti-professional/enterprise in favour of consumer technologies. If it’s Apple’s goal to move away from the pro market, and improve their bottom line by doing so, then so be it.

      But MDN shouldn’t then whine that the pros/enterprise people are “Short-sighted, time-wasting, instantly regrettable, regressive stupidity”, even if these reality shows happen to be exactly that.

      What, you mean those shows *weren’t* all that when they were using FCP, but suddenly are now because they switched to a product and company whose bread and butter is exactly what Apple isn’t supporting properly?

      Pros and enterprise customers need some timelines and expectations of if/when requested features will be released. That’s not Apple’s style. So after the FCPX furor it was only a matter of time before a press release like this came out from a major competitor.

    2. i agree with you on everything but one point: providing creative consumers with the tools that allow them to create professional grade work. FCPX may cater to one type of professional – the completely self contained one man shop. But that’s it. And as far as professional results go I’m not buying it. The app isn’t up to speed. Color grading and audio sweetening are just two of the areas that are less than professional in the app. Andim being generous with that assessment. Ametuers now have a way to make there projects look slicker. That doesn’t automatically raise the quality to that of pro level output.

  5. I can just see the in house Apple meeting now…

    A. We can continue to service 50,000 professionals that want us to do things their way at an increasingly lower profit using 10-15 year old tech.

    B. We can shake things up with a feature-shy future-rich ground up product that will immediately appeal to a multi-million person consumer market. Problem is we might loose 40-50% of the professionals.

    If it were my company it wouldn’t be much of a decision.

      1. I think that, although low numbers and profits, the pro creative customers have a huge effect on the overall impression of the brand.

        When people use apple they love it – and it is much easier to buy a tool you know is the top tool for pros.
        But as Apple keeps up these tactics and the pros among us leave, they are adding to the mindset that another brand(s) are better than Apple.

        I believe if this happens and the leave pros out, it signals the beginning of the end for Apples reign.
        Sure they will keep doing well and be a great product, but only one of, not THE one to own

    1. Sad, but probably true. Apple doesn’t need us pros anymore.

      But they better be careful they don’t take it so far they lose even the consumer market. My wife yesterday was frustrated that she couldn’t save a PDF on her Air (recently upgraded to Lion).

      From an HTML link in an email it opened into Preview. She went to “Save As”, and it was gone (no Save As in Lion!). Save a Verion had no visible effect. Stumped. (it was probably “saved” into a Mail temp folder somewhere and we were saving identical versions into that folder repeatedly, but no way to know that).

      Only way to save the file was to “File > Duplicate”, then Save As. I figured it out by Googling. A normal user would have said F-Apple.

      And this is coming from a 20 year Apple user, and a 10 year AAPL owner. Love them. But don’t toss away the things that made you a success

      1. If you’re using Lion mail then all you have to do to save is click on the “Save” link that shows on the top of the mail app below the title bar when you click on the attachment. Then select the folder you wish to save the file to. It defaults to the “Documents” folder if none is selected.

        You don’t need “Save as” in the sense that you have to forget the additional step of opening the document and saving it. Lion mail allows to save the document within the app itself saving you the extra step of opening it.

        You can also quick view the document on the mail app by pressing the space key.

        1. It was a link in an email to retrieve a PDF online (and I believe Lion either opened Safari, downloaded, and then popped it open automatically in Preview (strange), or somehow Mail or the Finder downloaded the PDF and then automatically opened the PDF in Preview.

          I wasn’t there when it actually popped open, but when I looked at it, it was definitely strange to have a file open in Preview that had never been “saved” anywhere (and it wasn’t in the Downloads folder), and no “Save” or “Save As” commands available to put it on the hard drive.

          Literally the only option was to “Duplicate” and then save the copy somewhere.

          1. @disposableidentity
            How about using SaveAs to save it to a different folder…sorry…can’t do that. Here’s the thing…for all the anecdotal evidence of people losing files from a crash or for whatever reason…it wasn’t THAT big a problem that forcing a global solution was necessary. It’s a little like the gestural features in Lion. Had to turn them off. Too often a new page would just suddenly appear from a casual move. WAY too annoying to “get used to” so…Apple made it possible to turn it off. If I could get Save As back I’d be a lot happier and able to put up with the totally screwed up Spotlight functionality.

            1. We all religiously use a file versioning naming convention to make sure we have a number of states of any file we’re working on. So the new “Save a Version” doesn’t help (this new approach really gets in the way, and I’m not sure I trust it for saving out really distinct versions that I may want to return to).

              As for corrupt files and losing work? Funny enough Keynote is the only app that screws us that way.

            2. Fuck. A minute after I clicked the Post Comment button on the note above, every image in my Pages doc was replaced with a square with an X and a ? in each.

      2. Just use File/Print, and in the full print window choose Save as PDF from the PDF pulldown.
        Been there for years.

        And as to FCPX, it is a good product. It’s not equal to FCP7 yet, but will get there. Folks are mostly griping because FCPX is not what they are used to.

        This has all happened before and it will all happen again.

        FCP came in from the bottom, not the top. It wasn’t editors who chose it, it was the folks writing the checks who said “I can pay $5,000 a month to rent a machine, or I can spend $5,000 once and own the system, hardware and software”. So now, some ten years on Apple still makes the best hardware and their software is still less expensive than Avid.

        Consumers will love it, and the next generation of professional editors will most likely learn to edit in junior high school and it will not be on Avid but iMovie or its big brother FCPX because schools can’t afford Avid.

        Apple may loose the top NLE spot for a little while, but not for long.

        1. You’re correct that is not what we’re used to. But our workflows have been honed over many years and work well. Now they’re telling us we don’t need the high end tools anymore.

          Sorry. But I never saw Apple as just another “good enough” company. Jobs didn’t either. But this product isn’t good enough (and won’t be for years) to produce large and varied productions. Again, the audio and color grading tools suck. And file management is a joke. And things even small but professional production houses do every day are now to difficult, and therefore time consuming, to do efficiently. 6 clicks to do many things I used to do with one? And no broadcast output? The list goes on and on. If newbies learn on this they won’t be learning how to really make something unique and polished. The app will do the bare minimum for you and it will be “good enough”. Not great. Nothing more than cookie cutter drek.

  6. I can see the next meeting, too. That’s the one where they tell professional welders that nails are cheaper and better for most users, so they are taking welding equipment off the market, effective immediately, to be replaced by a nailgun named Welder Pro X, without any transition plan for existing customers. If the hidebound professionals can’t figure out a way to build safe submarines full of nailholes, or repair existing welded submarines with a nailgun, that is their fault, obviously.

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