Adobe Systems’ Adobe Primetime got out of the starting blocks at the National Association of Broadcasters (NAB) conference this week in Las Vegas sporting Comcast Cable and NBC Sports Group as the first two customers for the multi-screen platform.
Adobe Primetime integrates Adobe’s video publishing, player, DRM, advertising and analytics technologies to create and end-to-end multi-screen platform while also offering new monetization opportunities for programmers and pay TV service providers.
In order to get Adobe Primetime to play well with other TV Everywhere vendors, Adobe had to do a fair amount of integration. Ecosystem partners include Akamai, Amazon Web Services, Cisco Systems, Elemental Technologies, Envivio, Harmonic, iStreamPlanet, RGB Networks, Comcast’s thePlatform and others.
“Adobe Primetime will help the industry address the new and evolving video consumption needs of consumers,” said David Karnstedt, senior vice president, media and ad solutions, Adobe. “Bringing TV to every connected screen requires broad technology collaboration across the ecosystem, which is core to Adobe’s DNA. With our integrated approach and as a trusted technology provider to the industry, Adobe is uniquely positioned to support and drive this increasing demand in digital television.”
Adobe said that Comcast was using a range of Adobe Primetime’s modular capabilities—including the player, DRM, ad insertion, ad serving, and analytics – in various configurations. NBC Sports Group uses the platform to offer live sporting events, including Major League Soccer (MLS) and National Hockey League (NHL) games, as well as Golf Channel content across devices. Consumers are able to watch the video content live and on demand.
“Adobe offers the right technologies to help us streamline TV services and bring them anywhere our customers want to watch their favorite content,” said Sree Kotay, senior vice president and chief software architect, Comcast Cable. “As the industry continues to expand where consumers watch content and the different ways they can watch it – Adobe Primetime has created a programmable video solution that supports our multiplatform roadmap.”
Adobe has picked Apple’s HLS live streaming as its main delivery protocol, but said it would continue to support its own HDS streaming.
The Adobe Primetime Player works with Windows, Mac OS, Android, iOS, and will support connected TVs as well as gaming platforms such as Roku and Xbox later this year. The Adobe Primetime Player for mobile platforms can be embedded within apps today while the Adobe Primetime Player for desktop browsers uses Flash Player.
In the last half of this year, Adobe Primetime will also support HLS as a native format within Flash Player, more advanced analytics capabilities and support for HTML5 within mobile browser environments.