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http://www.insanely-great.com/news.php?id=558
Apple looks to bulk up video titling with Prismo Graphics
By Michael Flaminio, Insanely Great Mac
June 24th 2002
Apple last week purchase Prismo Graphics, the maker of digital video titling software.
Apple continues to shop the aisles of video/animation companies. The computer maker
last week acquired Prismo Graphics, according to a Cnet story. The software maker
developed seven titles designed to compose text onto motion graphics. The company''s
latest software was the India Special Effects Titler. The software included a library
of high resolution textures, object and DVFonts.
Prismo Grpahics'' Web site has been replaced by a notice that it has been acquired by
Apple. The site states: "Apple has acquired technologies from Prismo Graphics, a
developer of motion graphics for broadcast and digital video projects, including their
DVFonts and India special effects software. Apple intends to use the acquired
technologies in future products."
The Prismo Graphics purchase comes shortly after the acquisition of Silicon Grail in
June and Nothing Real earlier in February. Both companies specialized in visual
effects for video and film.
In all three purchases, Apple stated that it plans to use the technology in future
products. These acquisitions have been an ongoing trend with Apple over recent years,
which directly resulted in digital video products such as Final Cut Pro and DVD Studio
Pro.
The acquisition path is marked change for Apple. At one time, company was believed to
have an informal policy of "not made in Cupertino" stance on outside technology,
meaning if it wasn''t invented at Apple, it was not worthy of the Apple banner.
Apple''s evolving digital hub and digital video strategies have materialized in a very
short order, which would have not been possible if projects such as DVD Studio Pro and
Final Cut Pro were started from scratch.
The obvious destination of the Prismo Graphics acquisition seems to be in the way of
either a stand-alone package or added features to Apple''s current/planned video
editing software. The purchases of Silicon Grail and Nothing Real, however, suggest a
larger plan is in the works aimed towards the more professional video and film
production customers.
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