Final Cut lost one of it’s better selling features with the release of Avid’s Media Composer v5. Although Final Cut still retains it’s “one stop studio” (similar to that of the more consumer used Adobe Production Suite), Avid has now incorporated the drag and drop format for video and audio along with the ability to import footage without having to transcode. The latter being one of the biggest complaints of Final Cut users when working with Media Composer, since the ability to just grab (most) video formats and simply import them into your project in seconds has always been a primary function of workflow with FCP. Well, now Avid has finally added this convenient little feature to v5, and it will certainly take a little wind out of the sails of Final Cut’s ambitious climb to topple Avid in the post production market.
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