Apple pulls out of NAB

Apple has pulled out of the National Association of Broadcasters Conference for 2008, citing a reduction in overall trade show participation. TV Technology reports that the move was speculated, if not fully expected, late last year when Avid (Apple's main competitor in the digital video space) withdrew from the show. "Apple is participating in fewer trade shows this year,” said Anuj Nayar, senior manager of PR at Apple. "Often there are better ways to reach our customers. The increasing popularity of our retail stores and Apple.com Web site allows us to directly reach more than 100 million customers around the world in innovative new ways."

Last year at NAB, Apple introduced Final Cut Studio 2, a major upgrade to it video production suite that includes Final Cut Pro 6, Motion 3 and Soundtrack Pro 2. The company also introduced Color, an application that offers a logical task-based color grading and finishing workflow with advanced color correction tools such as gamma, lift and gain adjustments, as well as custom R, G, B and luma curves, and the secondaries provide the ability to isolate specific areas of an image with soft-edged mattes and custom-shaped vignettes, which can be tracked with ease.

TV Technology quotes Dennis Wharton, spokesman for NAB, who said that the organization is discussing partnerships with the company at the show. “We’re talking about some on-site business opportunities with Apple,."

This year NAB takes place from April 11th through April 17th in Las Vegas.

Filed under: digital imaging, Apple
Other story tags: NAB

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testudo

yes...

02/07, 5:24pm, EST

because the best way to encounter potential new customers is to wait for them to come to your store and hope someone on hand actually knows anything that a pro video user would want to know.

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Loren

Ditto on that!

02/07, 11:42pm, EST

[ "Often there are better ways to reach our customers."]

Who knows who's running Apple these days? One minute they're all about the pro video space, the next, its cellphones. A real ADD contagion over there, IMHO.

I don;t relaly need to speak to the coders or video department leads at a trade show. I will surely show up to shop for my video needs at the Apple Store, consulting with bar geniuses and the like.

In hell.

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fritzw1957

Double Ditto

02/08, 8:51am, EST

I've never encountered ANYONE at an Apple Store that knows much about video production other than the usual "Well, there's Final Cut Express or Pro for the above average or Pro customer or iMovie that comes built-in (?) on every Mac." Please... and this is a Genius talking to me... sounding much more like a salesperson than anyone with video tech experience. iMovie is "Built-in"? More like added in to me... and the latest incarnation of iMovie just plain sucks! I rolled my iMovie back for those times I just need to whip out a quick demo for someone.

Until Apple starts getting REAL video experts at the stores, it's "roll your own" time. If that happens, I'd consider paying for their time and expertise, just keep it reasonable.

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