Avid skipping NAB

Avid Technology is skipping this year's NAB in Las Vegas. This is a pretty huge change in marketing strategy for Avid, considering that they are usually one of the higher profile exhibitors at the event. The reasoning they are giving is that they have lost touch with the local television station market. Apple's Final Cut has been making serious inroads on Avid's territory in recent years and this past year's release of Final Cut Server, which gives local television a really affordable end to end Final Cut Pro solution, may have been the final straw for Avid who is doing poorly enough that they recently laid off 129 people. With local tv stations looking to cut costs as more and more advertising dollars migrate to the web, it's time for Avid to sit down with their core customers and remind them why Avid is so much better than Final Cut and why it cost so much more. Not sure how easy that's going to be.

Check out this Broadcasting & Cable article for more details