The Future of Torq = Bad PR
I got an email last night from Avid, and it mentions that there’s a new version of Torq available for Snow Leapard, and also some more “exciting news”.
Click through and i’m in the forum reading what is basically a letter saying “Avid has taken over the product development, our product evangelist has left, but we are still working on Torq”. In other words, it’s been a shakey year.
Earlier in the day, Native Instruments dropped a bomb on the world with their new digital DJ system which is basically like Torq’s Xponent controller times ten. It’s the kind of product update that Xponent users should’ve seen by now, but the Torq project has been moving at a slow rate. Software updates have taken very long to come out, and new hardware in the past few years has been nill.
So what’s my beef here? I think it’s annoying when a company tries to improve the communication efforts with their users, only when the consequences of not doing it are obvious.
Torq has been a great program since it started, and it will probably still maintain some benefits over using Traktor which is a more complex system. I just hope that Avid doesn’t mess this one up.
Either they will save a project that needed more resources in order to compete, or they are telling the users to hang on and not jump ship, but in reality they are focusing on their starchild: Pro Tools.
What do you think is going on here?