For the retiring several years , the Sunday before theNational Association of Broadcasters patronage showincluded a special Apple press outcome at a posh Las Vegas hotel , everlasting with after - event food for thought and champagne . Oh yeah , there were also some products announcement , such as new versions of Final Cut Pro , DVD Studio , Motion , and so on .

I was really wait forward to the 2006 installment of this custom — until I get a call from Apple PR a month or so before the show asking to mark up a clock time to play during NAB . “ Does that mean there ’s no Sunday event this year ? ” I asked . The answer : no . Not quite positive something would n’t happen at the last moment anyway , I made my travelling plans so I ’d be in Vegas all twenty-four hour period Sunday . Like so many of my gamble in the state of Nevada , this one did n’t yield off either .

Luckily , there ’s more at NAB than just Apple . And I had planned ahead to attend a few other press upshot . First was a full stop at Bally ’s forSony ’s event , which take away place in a mid - sizing conference hall , not unlike one Apple might employ to make a digital music announcement . ( Refreshments admit bottled H2O , coffee tree , and some clams and cheese . ) Sony ’s idea for the show is “ HD for All , ” and the caller did its expert to illustrate that during a lengthy introduction with a mix of taped and live testimonials .

If Sony had tried any harder to dab itself on the back , someone would have ended up with a confused limb . There was the group of hiker capturing a trek up Tanzania ’s Mount Kilimanjaro ; theLakewood Churchin Houston , TX , using HD equipment to programme Robert William Service ; the San Francisco public broadcasting stationKQEDproducing Jean - Michel Cousteau’sOcean Adventures ; a docudrama on theIditaroddog sled race in Alaska ; and a director who look a lot likeRob Schneidertalking about how he shoot the new Adam Sandler filmClickentirely on HD video ( put out by , surprise , Sony Pictures ) . I recall everyone who ever used a Sony intersection was tapped to take part . My invitation must have gotten lost in the mail service . There were also someproduct promulgation — fussy - platform content management cortege , production whipper , and the like — but those got a bit lost in the make .

My next stop was the Hard Rock Hotel forAvid’spress conference . The event got started late because of all the food and pledge the company plied us with . The desserts were pretty decadent , there was an open measure , and waitress bringing around drinks . ( I stuck to Sprite . ) There was even a sushi legal profession outside , but since I ’m both a vegetarian and deathly allergic to salmon , I stayed away from that . Although Apple might like you to think that the 500,000 concluding Cut Studio users have all eschewed Avid , the trueness is that video recording professional use many different product , and Avid can be an inbuilt part of a Final Cut user ’s work flow . Avid showed that it has n’t forgotten about the Mac by adding HD livelihood to Mac - establish products , introducing a software system - only translation of its Avid Composer mathematical product that works on OS X.

So even without Apple , my Sunday was not macerate — unless you enumerate the aforementioned gaming more traditionally assort with Vegas trips .