Avid Technology is slashing the price of its Media Composer editing software by more than half and merging it with Xpress Pro as part of a drive to re-energise the manufacturer's brand.

Media Composer software will now be available for£1,590 instead of the previous list price of£3,760. The price of the hardware will remain the same.

Kirk Arnold, the new executive vice-president and general manager of Avid Video, said the merger of the Xpress Pro and Media Composer software packages was part of a drive to “simplify the product range”.

She indicated it is likely to be the first of several products to be collapsed in this way.

The move also levels the playing field slightly in the ongoing competition between Avid and Apple's Final Cut Pro, its main editing software rival. However, even with the price drop, Media Composer software is more expensive. Apple sells Final Cut Studio 2 for£850 but Arnold said: “We believe we've found the right price point for our product.”

Avid is making Media Composer available to students for£180 a copy. Arnold, who joined in February and has a reputation for turning companies around, acknowledged that Avid had very good rivals. “Competition makes for a better business” she added.

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