updated 04:35 pm EST, Thu February 7, 2008
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.