In a sign of things to come, one of the largest producers of reality-TV shows, Bunim/Murray, has decided to drop Final Cut Pro in favor of Avid for its future editing needs.
Bunim/Murray is considered a heavyweight in the TV industry. Bunim/Murray’s impressive current programming line-up includes The Bad Girls Club and Love Games (Oxygen), Keeping up with the Kardashians, Kourtney and Khloe Take Miami, Kim and Kourtney Take New York, Khloe and Lamar, The Spin Crowd and Married to Rock (E!), The Real World/Road Rules Challenge (MTV), Project Runway (Lifetime) and Saddle Ranch (VH1).
In a press release by Avid, Mark Raudonis, senior vice president of Post Production at Bunim/Murray, was quoted:
“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. 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. “
Apple has recently introduced an entirely rewritten version of its Final Cut Pro editing software. Called Final Cut Pro X, this release represented possibly one of the worst public relations disaster and a misstep from an otherwise public-relations savvy company.
The reaction from the professional editing community was so strong and negative that Apple decided against the end of life decision on the earlier version of Final Cut Pro and put it back on the market in September.
It is a general sentiment in the professional TV and film-related post facilities–such as Bunim/Murray, that Final Cut Pro X lacks the proper tools needed in professional-level editing environment.
Source: appleinsider, macrumors.
