This is an interesting type of announcement. Avid has actually “unveiled a new thinking”. No, it’s not code for some new product, it actually is new thinking!

With a wide range of initiatives planned to roll out throughout the year, the company has today announced the following:

• The consolidation of software editing applications – merging Avid Xpress Pro software into the Media Composer product line, with new lower pricing to increase the accessibility of Media Composer to a wider range of users. The company will offer existing Avid Xpress Pro customers a pathway to upgrade to Media Composer software;
• New student pricing for Media Composer software – enabling any student at an accredited college or university with a valid student I.D. to purchase Media Composer software for $295 USMSRP;
• A new online community – introducing new ways for industry professionals to access and share tips and tricks, demonstrations, tutorials and media content; as well as opportunities to connect with both Avid and industry peers; and,
• Enhanced online customer support – delivering Avid® support customers easier access to more accurate and personalized answers to important product and service queries, 24/7, without having to call Customer Support.

Let’s hope this rubs off at Digidesign, especially the first point here (The DUC is great, and support isn’t bad, is it?). I’ve criticized Digidesign for “unclear hierarchical order” in the past. The main issue here is LE vs M-Powered. The last purchase from Digidesign I did was a 003. This was for my home setup, and I basically could shell out money for any of the Digidesign or M-Audio interfaces, except HD. At that point I was a little confused as to if I perhaps should get an M-Audio interface instead. Not that I’m an extremely knowledgeable guy, but I sort of live a little in this world through this site, so imagine how confused the average customer might be.

Furthermore, it seems to me like there needs to be more dialog between Digidesign and M-Audio. I don’t know if anything is discussed between them regarding new products today, but to the outside it looks like it isn’t. When M-Audio releases an interface that M-Powered can’t take full advantage off it’s almost saying “get Cubase instead”.

I understand that it’s no small undertaking from Digidesigns part “to consolidate” (as Avid put it), and that there are a number of ways to go. This is certainly not one of those things that you can make happen with the snap of your fingers just because someone’s whining about it on the internet, but I really hope that they’re at least having the discussion at HQ.