Pinnacle gives editing advice

Pinnacle Systems is covering both the business and the consumer markets with the launch of two video editing packages at this year's Gitex.

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By  Peter Branton Published  October 6, 2004

Pinnacle Systems is covering both the business and the consumer markets with the launch of two video editing packages at this year's Gitex. For the professional market, the vendor is launching its Liquid Edition software suite, while for consumers it is showcasing the latest version of its popular Studio package, StudioPlus, which was launched just last month. While the vendor claims that that StudioPlus is the most advanced product in its category, it is ease of use that Pinnacle sees as the main selling point for StudioPlus. "What we've found is that you can only get so far with adding features," says Peter Blanken, managing director for Pinnacle's Western Europe and MEA business. “For consumers it’s the ease of use that people really want, and it can be a lot harder to make a product easy to use than it is to just add more features,” he says. Having said that, Blanken points out that StudioPlus does have a number of new features the company believes will prove popular with users. These include the ability to bring in multiple layers of video, so users can create picture-in-picture effects and a chromakey feature, which is the ability to super-impose objects on video. Blanken refers to this as the “weatherman effect” as it is similar to the effects used to create the moving graphics behind weather readers on TV. Blanken claims that Liquid Edition is the most advanced video editing package available on the market, with support for High Definition TV, the emerging TV standard which gives much better picture quality. Unlike other packages on the market, Liquid Edition does not require any specific hardware products such as specialist graphics cards and so on, which means it can be used by a wider range of users. On the consumer side, Blanken argues that the potential number of users is actually much smaller than it should be, as very few users appreciate the benefits of video editing software. “What our research in Europe has shown is that about 85% of people who own a camcorder don't use video editing software: because they don't know it exists; because they think its too complicated; or because they think it is not right for them,” he claims. Even owners of analogue, not just digital cameras, can use Pinnacle’s software, something users are very often not aware of. As a result, Pinnacle has been holding a series of regular demonstrations on its stand of its video editing packages in a bid to change this perception, Blanken says. “We don't want to grow our market share in a static market, we want to grow the market, that's the best way to grow our revenues,” he states. Visitors to the stand have been shown what the software packages can do, and how to make the best use out of them. As well as these video editing products, Pinnacle also has its MediaCenter products, to turn the home PC into an entertainment centre. The MediaCenter features a remote control, internal TV tuner card and easy-to-use software.

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