Adobe announced the general availability of Adobe Primetime, which brings TV content to connected screens, at the National Association of Broadcasters (NAB) conference in Las Vegas.
In an April 9 blog post, Stefan Offermann, an Adobe spokesperson, wrote, “Adobe Primetime integrates Adobe’s video publishing, player, DRM, advertising and analytics solutions to help eliminate the complexity of reaching audiences across screens and to create great digital video experiences while also offering new monetization opportunities for programmers and pay TV service providers.”
“Adobe Primetime will help the industry address the new and evolving video consumption needs of consumers,” said David Karnstedt, senior vice president of Media and Ad Solutions at Adobe, in a statement. “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 also announced technology collaborations with dozens of industry leaders, including encoders, cloud platform providers and content delivery networks (CDNs), to pave the way for TV content across every connected screen. Ecosystem partners include Akamai, Amazon Web Services, Cisco Systems, Elemental Technologies, Envivio, Harmonic, iStreamPlanet, RGB Networks, thePlatform and others. Comcast Cable and NBC Sports Group have signed on as first Adobe Primetime launch partners.
Comcast Cable has incorporated several of Adobe Primetime’s modular components across certain XFINITY Web properties to deliver and monetize IP-delivered video and give their subscribers access to their favorite content via these properties. Comcast is leveraging a broad range of Adobe Primetime capabilities, including the player, DRM, ad insertion, ad serving and analytics, in various configurations.
“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 at Comcast Cable, in a statement. “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.”
NBC Sports Group also launched with Adobe Primetime, and now uses the solution 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 content live and on demand.
“NBC Sports Group is using Adobe Primetime to bring major sporting events online,” said Rick Cordella, senior vice president and general manager of digital media at NBC Sports Group, in a statement. “Our viewers expect to watch television programming on any connected device, and Adobe’s broad collaboration through the industry ensures that we can deliver a TV-like experience across devices while integrating their Adobe Primetime platform into our existing infrastructure.”