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The company figures now’s the time to prepare for the inevitable “TV Everywhere” onslaught, whereby video will be viewed across the computers and all types of IP-enabled portable devices, as well as on traditional television.
Available in beta form
Following months of real-world tests (e.g., the summer Olympics), Adobe is now making the full Primetime platform available in beta form — via an SDK for Windows, Mac OS, Android and iOS devices — with a full release planned for early next year. The platform tightly integrates Adobe’s video publishing (Pass, Access and StreamKit), advertising (MediaWeaver and Auditude) and data (AudienceManager and SiteCatalyst) solutions to ensure TV content owners and distributors can generate the most revenue from their content with the broadest audience reach, seamless HD video playback, and fully optimized content and ad delivery across any Web-connected device.
Adobe Pass has been recognized with a Primetime Emmy Engineering Award, relating to its use by CNN and Turner Broadcasting.
Ashley Still, Director of Product Management for Adobe Systems, said the company’s efforts have been focused on delivering a viewing experience that mirrors broadcast TV while also supporting audience targeting and analytics to help content owners monetize their assets in ways they never could before.
“We want to make sure all of this content is monetizable, that there’s a real revenue model behind putting content online because the existing TV industry has a known and very successful business model," Still said. "Content owners and distributors clearly want to make money from this endeavor, so we’re enabling access to a wide variety of content in a highly secure way. That’s the only way they will feel comfortable enough to allow their assets to be seamlessly consumed across all of the display screens we see in the market today.”
Still said broadcasters don't have to deploy the entire Primetime platform in order to get the benefits of one or two of the platform’s modules to fit their infrastructure needs.
“Broadcasters can absolutely add to their existing infrastructure and get the value of just the tools they need at the time, then add on later as necessary,” she said.