Ok, what's going on? Really? Avid drops out of the NAB 2008 show floor, and now Apple's done the same. I suppose some will say it'll be a quieter NAB... but what's behind these decisions? I think it's likely that if you don't have anything significant to show at NAB, you'll want to save your pennies for the time you've got mindblowing new products (like last year's FCS 2). But Avid's supposed to have some significant news any day now (they missed their Feb. deadline), and they have a lot to make up for over the years; they don't have to have the biggest booth, in the most trafficked spot in the South Hall. Many smaller spaces do just fine. Avid is emphasizing one-on-one communication with its customers, but the kind of traffic you can handle in a big hotel room screams to me that only large broadcasters are being defined as "customers". Doesn't that leave out the individual/boutique/post house editors?

Is this a commentary on the management and pricing of NAB participation? Apple has proven it can fully manage its announcements under it's own timetable, but no presence is "highly" predictive that the replacement to Shake (codename Phenomenon) isn't coming soon. I'll tell you the successor to Shake has a lot of expectations to fulfill. Apple usually hits home runs, but this needs to be a grand slam.



Now... supposedly I saw an invite/posting for an early breakfast meeting the Monday of NAB for Apple at one of the neighboring hotels. Other vendors and partners very likely will have Apple reps at their booths. Avid's off-the-floor presence will hopefully not disappoint show-goers who want to visit. But I have to admit, a cool wind blows....

Labels: Opinion