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When one of the giants in the world of reality television switched to Final Cut Pro after years of using Avid, it was big news because they have hundreds of edit stations. It was a big red ding in Avid's sales numbers when Apple rode off with the account.

But things always change and sometimes they change back.

In this article, Bunim/Murray lays out the decision-making process that brought them back to Avid, following years of using Final Cut Pro. It was not an easy decision and was not one that the company made in haste.

Mark Raudonis, Senior Vice President of Post Production at Bunim/Murray told us in this exclusive report for Creative COW: "I was invited to Cupertino in February 2011, to see the first incarnation of Final Cut Pro X -- virtually the same presentation that they gave at NAB a few months later. My feeling in February was, 'This is interesting, but obviously it's not ready for primetime. I hope by the time they release it, some of these things will be addressed.

"Over the last 10 months, Apple has addressed some of those issues, and they are working on others, but in my opinion they've diverted from what we, as a company, need.

"We said that 'we're not doing anything until 2012' because a large organization like Bunim/Murray can't just turn on a dime. In fairness to Apple, we also wanted to give them a chance to address all of the criticism that came up. Since then, I've seen enough of their development to know that the direction they're headed in still isn't the right choice for us. As a result, after years of building our editing workflow around Final Cut Pro, we have decided to return to Avid Media Composer and Avid ISIS as the heart of our post process.

"This was not a decision that we took lightly. Change is inevitable. But, different is not necessarily better. Our editorial process requires some specific features that seem to be disappearing from Final Cut."

What are these specific features that Bunim/Murray sees disappearing? You can read it in Mark Raudonis's "Real World Editing: For Avid to FCP...and Back Again."


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Reality TV Leader, Bunim/Murray Productions, Selects Avid’s Professional Editing and Storage Solutions

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