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NAB, Sans Apple and Avid

NAB - NAB, Sans Apple and Avid

by , 5:25 PM EDT, April 15th, 2008

LAS VEGAS - NAB is seen as the largest annual broadcast-related conference in the United States, and the two big players in that market are Apple and Avid. Both of the big players, however, are missing from this week's event, leaving many show goers wonder what's going on.

Avid pulled out of this year's NAB event late last year, and Apple followed suit in February. Apple claimed that it bowed out because there are more effective ways to spend its advertising dollars.

Apple's senior PR manager commented "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."

Avid apparently pulled out of NAB for similar reasons.

For show attendees, however, that isn't much of a consolation considering this may be the only time each year they get meaningful "face time" with Apple representatives. While some show goers have expressed disappointment that neither Apple nor Avid is at NAB, some assumed Apple would be there and were surprised to find out that wasn't the case.

Despite the glaring absence of both companies on the expo floor, Apple is still well represented thanks to the wealth of partner companies that rely on Apple technologies for their products. Many booths are sporting Mac Pro and MacBook Pro systems, and some are even showing off video editing solutions connected to the MacBook Air.

While not immediately visible, the companies do have a presence of sorts at NAB. Both have set up appointment-only shop in suites at the Renaissance hotel across the street from the Las Vegas Convention Center. Avid also ran a series of training sessions, while Apple kept a lone person in the lobby to direct invitees to its private suite.

Apple and Avid may be missing from the expo floor this year, but both companies impact can still be felt through all of the convention halls. The excitement that is usually reserved for Apple's booth isn't, however, going to waste since companies like Red are cashing in on the extra attention that would otherwise be focused on Apple.

Despite the negative attitude some attendees have because Apple and Avid are missing, the overall expo feel is upbeat, and show goers seem to be focused more on the transition from SD to HD video -- a market where both companies have a lot to say, but can't, since they aren't here.

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