AMA is Avid’s answer to the ability of other packages to read media in their native formats. Media Composer 7 brings forth the next phase in the Avid Media Access (AMA) workflow. This is a major complaint among multimedia professionals (who sometimes edit in strange resolutions for things such as banner ads or cut scenes for mobile apps, matrix displays, etc.). This means video producers cannot edit in non-broadcast resolutions. Unlike packages such as Adobe Premiere Pro and Final Cut Pro Media Composer is meant as an editing package for standard broadcast and film formats. The latest price point ($1,000) brings Media Composer within reach of video producers from wedding videographers to major motion picture studios, and no subscription is required. As the first of the real mainstream nonlinear editing solutions, Avid set the paradigm for all others to follow. Whether you’re an Adobe Premiere Pro, Final Cut Pro, or even Vegas Pro user … Avid’s top tier dominance is undeniable. Anyone who has watched network television, or been to a major motion picture, has seen the results of Avid Media Composer.
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