Share Facebook Twitter Google + LinkedIn Pinterest Congress moved forward with a FY 2016 Omnibus Appropriations Bill that would fund government through the end of this fiscal year and bring the U.S. into compliance with the World Trade Organization on Country of Origin Labeling.The congressional omnibus spending and tax extender bills will benefit agriculture greatly if passed, the American Farm Bureau said. Farm Bureau said the bills would provide relief to America’s farmers and ranchers, but is disappointed that Congress failed to stop the Waters of the U.S. rule.“This tax extender package gives farmers and ranchers critical tools to help them reinvest in their businesses,” said Bob Stallman, AFBF president. “Tax provisions like Section 179 small business expensing and bonus deprecation free up cash flow for farmers and ranchers to put their money to work. New provisions will let our members make important upgrades that reduce costs, increase efficiency and help make their businesses sustainable for generations to come.”A provision to stop the EPA’s unlawful Waters of the U.S. rule was surprisingly missing from the package, as was language that would have set a nationwide standard for labeling of food containing genetically modified ingredients. Congress’s failure to act will bring the heavy cost of a patchwork of state labeling mandates to farmers and consumers as early as next month.“We are truly disappointed that Congress did not include legislation to stop implementation of WOTUS,” Stallman said. “The courts have already expressed serious legal concerns about the rule, and the U.S. Government Accountability Office has concluded that EPA broke the law with its covert propaganda campaign to drum up ill-informed support for it. We remain committed to working with Congress to stop EPA and help America’s landowners, businesses and state and local governments avoid years in court to overturn the rule. This measure undeniably resulted from an illegal and deceptive process. Defeating WOTUS remains a priority of Farm Bureau. We will explore all avenues to ditch the rule.”AFBF also supports omnibus provisions to repeal of country-of-origin labeling requirements, which would effectively prevent Canada and Mexico from initiating retaliatory actions.“Farm Bureau supports COOL programs that are in line with world trade rules,” Stallman said. “Current COOL programs, unfortunately, risk serious retaliation by Canada and Mexico now that the World Trade Organization has approved more than $1 billion in tariffs against American beef, pork and other U.S. commodities if COOL is not changed.”
The video editing landscape is ever changing; Premiere Pro is on the rise in Hollywood, Final Cut Pro is exceeding expectations, and Avid is in decline. Let’s find out why.Top image via Avid BlogsToday’s industry climate is governed by the big three large video editing platforms: Avid, Premiere Pro, and Final Cut Pro. Avid has long since been considered the gold standard NLE for the film industry, but recent industry shifts have seen Avid’s market share shrink dramatically. Why is this? It’s due to a few fatal errors in judgement.Non-Linear Editing Software OptionsLet’s get one thing very clear — the majority of film-industry editors still use Avid, and while Premiere Pro is making some good headway, Avid’s dominance isn’t dying off just yet. Some might remember a time when Avid wasn’t just an NLE for the Hollywood elite. In fact, there was a time when Avid rose to prominence among a sea of NLEs with high prices. Other solid NLEs (like Lightworks, Final Cut Pro 7, and the earliest form of Premiere Pro) floundered into a smaller market share.But then, as we’ll discuss below, Avid made a fatal error that caused a surge in the number of editors using Premiere Pro CC and Final Cut Pro X, even in Avid’s traditional stronghold of Hollywood. This pattern can be seen in examples like Gone Girl, which was cut in Premiere Pro, and Focus, which was cut in Final Cut Pro X. And now even more editors are making the jump away from Avid. Deadpool and Hail, Caesar! were both edited in Premiere Pro CC, and Whiskey Tango Foxtrot was cut in Final Cut Pro X.Video via Adobe Creative CloudWhile this isn’t necessarily a mass exodus, as films like Star Wars: The Force Awakens, The Martian, The Revenant, and Mad Max: Fury Road were all cut in Avid, the situation does raise some valid questions. For instance, what was the above-mentioned misstep made by Avid that Apple and Adobe avoided?What Avid Got WrongUntil 2012, Avid Technology had been the dominant force in the marketplace, but that all changed when the company declared it was exiting the consumer NLE business. What was the cause of this? Poor marketing.Avid’s inability to effectively market Media Composer to the next generation signaled its doom in the consumer market. This decision had large ramifications for the company, as Scott Kirsner of the Boston Globe reported.In the aftermath, Avid has been “forced up into the top of the pyramid,” in Overington’s words, selling to a smallish community of professionals who make movies or music for a living — or aspire to. It no longer has the power to set prices, which are driven by players like Apple and Adobe. – Scott Kirsner, Boston GlobeAgain, as Kirsner points out in his article, Avid just couldn’t compete with Adobe and Apple in terms of marketing and consumer pricing. Creative Cloud software is reasonably affordable and comes with more than just an NLE. Then there’s Final Cut Pro X, which showcases a single price point that won’t break the bank. Because of this, the editors of tomorrow are taking advantage of lower entry costs and using Premiere Pro and Final Cut Pro X on a larger scale.Google Trends of the big three NLEs: Avid, Premiere Pro, and Final Cut ProBecause of this subtle shift in NLE usage, and due to a company realignment, Avid, as of late February 2016, laid off another large portion of their workforce. Avid has tried to right the ship and reach out to the next generation of editors by offering Media Composer | First for free. Only time will tell if this pays off for Avid. But as of early 2016, the circumstances above have allowed companies like Adobe and Apple to insert themselves into the discussion for most industry editors, which, as we noted above, caused Deadpool editor Julian Clarke to make the switch.Video via Adobe Creative CloudWhich NLE Should You Use?When it comes time to pick which NLE you should learn, there’s one thing to keep in mind: you really should have a base knowledge of all NLEs if you want to be a professional editor. You’ll obviously gravitate to and excel at the NLE you like best, but knowing the basic ins and outs of the others will definitely help you as you advance through your professional career.At the end of the day, an NLE is simply a tool for creating amazing content. Do your research and pick the tool that will help you best achieve your goals as an editor.Which NLE do you use? Did you try one and then move to another? Tell all about your experience in the comments below.