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Reality TV Producer Bunim/Murray Drops Final Cut For Avid

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.

Top Rated Comments

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34 months ago
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.
Rating: 27 Votes
34 months ago
Wait - they edit reality TV? Could have fooled me.
Rating: 26 Votes
34 months ago

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.
Rating: 18 Votes
34 months ago
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.

Rating: 16 Votes
34 months ago
^ 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..
Rating: 16 Votes
34 months ago

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.
Rating: 15 Votes
34 months ago

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).
Rating: 14 Votes
34 months ago
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 .....
Rating: 14 Votes
34 months ago

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.
Rating: 13 Votes
34 months ago
God, that is one ugly logo...
Rating: 13 Votes

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