Adobe Delivers New Content Creation, Delivery and Playback Technologies at NAB 2009

Adobe Systems will be highlighting its new advances in video and dynamic media software technologies that improve the creation and delivery of content across personal computers, televisions and mobile devices at the National Association of Broadcasters 2009 show in Las Vegas.

At the NAB show, which started April 18 and runs through April 23, Adobe introduced a software framework, code-named Strobe, that will help establish an open industry standard for media players and accelerate the creation and delivery of high-quality video and interactive experiences for Web audiences. Adobe made its announcements on April 20.

The framework will enable developers using Flash technologies to quickly and easily add rich functionality—such as advertising, user measurement and tracking, and social network integration—into new custom players that can be branded for individual content owners, Adobe officials said.

“With Strobe, we’re delivering an open framework that enables media companies to focus on their core competency, creating great content that people want to see, instead of developing their own video players from scratch,” said Jim Guerard, vice president and general manager of Dynamic Media at Adobe, in a statement. “Adobe is committed to driving Web innovation and now with Strobe, we are helping to create an open framework for media players, enabling developers and media companies to focus on developing, delivering, and monetizing content so they can extend their online media efforts.”

The new Strobe framework builds on the vision of the Open Screen Project, a broad industry initiative to deliver a consistent run-time environment across desktops, televisions, mobile phones and consumer electronics.

“Akamai has always believed in the need for open standards around the video player application to make it easier for content owners to quickly and seamlessly develop, distribute and monetize online video,” said Tim Napoleon, chief strategist for Akamai. “Since bringing the Open Video Player initiative to the community last year, we have seen enormous adoption of the player. Adobe’s Strobe complements these efforts and will strengthen the industry shift toward open standards. The combined initiatives of Akamai and Adobe will only support the scale and growth of the Open Video Player community.”

“Omniture continues to see growth in our customers’ use of rich media. Along with that growth has come the desire to better understand how rich media affects return on investment. Our customers are asking us about how to optimize the use of rich media, and our relationship with Adobe helps us answer those questions,” said John Mellor, executive vice president of Corporate Strategy and Business Development at Omniture. “Adobe’s Strobe allows Omniture to enable key functionalities, such as in-depth analytics, indicating how consumers interact with content. With this understanding, we can help our customers create relevant and personalized experiences on this exciting new platform.”

Strobe is expected to be available, at no charge, in the second half of 2009, Adobe officials said.

In addition, NAB 2009 marked the debut of Adobe Flash Platform for the Digital Home, an optimized implementation of Flash technology that brings HD video, interactive applications and services, new user interfaces, and online content to Internet-connected televisions, set-top boxes, Blu-ray players and other devices.

Also at the show, Adobe will preview Adobe Story, a new online and offline software application for collaborative scriptwriting aimed at the film and broadcast markets. Currently in the early stages of development, Adobe Story ties into the preproduction phase of video workflows and will be integrated with other Adobe products, as part of the Creative Suite (CS) product family.

Meanwhile, Adobe also announced Adobe Premiere Pro CS4 Version 4.1, a free update for existing customers of Adobe Premiere Pro CS4. The update improves compatibility with RED cameras, offering more control over RAW settings when used in conjunction with an updated RED plug-in, available in May from RED.com.

In addition, Adobe Premiere Pro CS4 4.1 provides interoperability with Avid Media Composer software through a number of software fixes, enabling Adobe Premiere Pro to import Avid projects without recapturing media files. Finally, the update includes software fixes to enable full HD workflows on leading post-production hardware—including AJA, Blackmagic and Matrox video cards—and many other fixes. Adobe Premiere Pro 4.1 is expected to be available in late May via the Adobe updater and from www.adobe.com.