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Adobe announced it is bringing new technology to Adobe Creative Cloud, including support for UltraHD (UHD), brilliant color technology improvements and new touch workflows.
The company also said Adobe Primetime, one of eight solutions of Adobe Marketing Cloud, has extended its delivery and monetization capabilities for HTML5 video and offers new tools for pay-TV providers that make TV Everywhere authentication easier and more streamlined. Adobe will showcase the deepening connections across its Creative Cloud and Marketing Cloud offerings at IBC 2015, the European professional broadcast show, in Amsterdam, Netherlands, Sept. 11-15.
At the conference, Adobe also will demonstrate advancements in Primetime, Adobe’s multiscreen TV platform. In addition to supporting traditional linear television business models, the platform has evolved with features that support over-the-top (OTT) and direct-to-consumer offerings with audience acquisition, engagement, monetization and measurement capabilities. The new features help media companies reach and interact with an even bigger audience.
With TVSDK 2.0, Adobe Primetime now supports HTML5 content delivery across mobile browsers and additional connected devices, extending its reach and monetization capabilities. Primetime is platform-agnostic, offering support for a broad range of devices for secure, protected playback.
“Our goal with Adobe Primetime TVSDK has always been to help TV providers and media companies build and deliver premium video experiences across IP-connected screens,” said Rick Wisher, Adobe’s senior product manager for Primetime, in a blog post. “This upgrade continues to serve this goal by helping developers achieve greater performance for their TV experiences, deploy with greater consistency to all the different screens and reach more screens in total.”
Adobe Primetime TVSDK 2.0 has a new, unified architecture that makes it easier for TV and video app developers to deploy premium video experiences consistently across devices, Wisher said.
“The architecture includes a C++ core with a thin, platform-specific API surface that talks directly to the core,” he said. “That API surface is consistent across devices. The architecture also includes a single JavaScript interface for talking to browsers.”
Also, to meet consumer expectations for TV Everywhere apps, Primetime includes new features that dramatically speed up response times. The instant-on capability pre-fetches video content inside an app to start playback in less than a second, speeding the startup time for video-on-demand and live streams by 300 and 500 percent, respectively. Primetime now also supports Dolby AC-3 to bring high-impact cinema quality sound to virtually all desktops and connected devices.
Primetime’s support for the OAUTH 2.0 protocol makes it easy for consumers to access their favorite pay-TV content. Pay-TV providers can enable frictionless TV Everywhere with home-based authentication, and offer longer authentication sessions that require users to log in only once per device.
In addition, Adobe Analytics, which is preintegrated with the Primetime TVSDK, introduces new support for OTT and TV Everywhere measurement, including a broad variety of user engagement metrics. Adobe Analytics “streams” for video will support measurement across desktops, Amazon devices, Android, Apple TV, Chromecast, iOS, Roku, Xbox One and PlayStation.
Adobe Updates Primetime With TVSDK 2.0
At IBC, Adobe will also demonstrate growing industry momentum, as customers continue to make the switch to Creative Cloud and Premiere Pro CC workflows. These include the film Deadpool from 20th Century Fox, coming Feb. 12, 2016; Staten Island Summer from Paramount Pictures, edited by Adam Epstein; and motion picture color grading artist Dado Valentic. Additionally, recently launched services using Adobe Primetime include HBO Now, Showtime, MLB, Sony Pictures Entertainment, RTL Group, Shomi, Voo and Starz (Parsifal).
Adobe also will preview new video technology coming soon to Creative Cloud that streamlines workflows for broadcasters and media companies, including native format support for editing 4K-to-8K footage in Premiere Pro CC. Continued color advancements with support for High Dynamic Range (HDR) workflows in Premiere Pro CC and improved color fidelity and color adjustments come to After Effects CC.
The new features also include a touch environment with Premiere Pro CC, After Effects CC and Character Animator optimized for Microsoft Surface Pro, Windows 8 tablets or Apple track pad devices. The new Remix feature in Audition CC enables users to adjust the duration of a song to match video content. More than a simple looping tool, Remix automatically rearranges music to any duration while maintaining musicality and structure, creating custom tracks to fit storytelling needs.
“Adobe is redefining video and motion picture workflows to more easily provide fantastic image quality,” said Bill Roberts, senior director of professional video product management at Adobe, in a statement. “Color is essential in cinematic storytelling and images with no color correction fall flat. And image quality is especially important in a world moving to UltraHD. With our continued Creative Cloud advancements, Adobe is helping production companies more easily create compelling UltraHD content for any screen.”
In Adobe Media Encoder, Destination Publishing, a single action solution for rendering and delivering content to popular social platforms such as YouTube, Vimeo and Creative Cloud, now includes support for Facebook to showcase and promote social media projects and campaigns. Adobe Anywhere, a workflow platform for enterprise teams to collaborate, can now be deployed as either a multi-location streaming solution or a single-location collaboration-only version.
“Color is now everyone’s responsibility in production,” said Dado Valentic, founder and chief colorist at Mytherapy, in a statement. “Feature updates in Adobe Premiere Pro CC, such as Lumetri Looks, enable filmmakers and editors to control the look of a project throughout the production process, from the initial script to the end, ultimately giving them more creative control. I look forward to what’s coming next in Creative Cloud.”