Adobe Announces General Availability of Adobe Primetime
StreamingMedia.com readers first heard about Adobe Primetime in February 2012, when Adobe announced the project and made the first parts of it available at that year's Mobile World Congress. Fourteen months later, Adobe is announcing the general availability of Primetime at the NAB conference. Primetime is a comprehensive modular tool for broadcasters streaming content online, and it includes components for distribution, ad insertion, DRM (digital rights management), and analytics. Because the platform is modular, broadcasters are free to choose the elements they need. They can also connect Primetime to other ad servers or analytics tools, if they prefer.
Adobe's goal in creating Primetime was to help broadcasters further their reach, keep viewers engaged for longer, and help them monetize that reach and engagement. Adobe aims to keep distribution simple by letting one player and one workflow deliver video to all platforms. Primetime streams HLS video, which plays in a Flash player on the desktop. For now, Primetime supports live, linear, and on-demand video on Windows and Mac desktops, as well as iOS and Android mobile devices. Adobe announced that later this year it will expand support to include HTML5 on mobile devices, Roku, Xbox, and connected TVs. With this release, Adobe has also announced that Adobe Analytics (the new name for SiteCatalyst) is integrated with Primetime and offers granular data on individual viewer experiences right down to the 10-second level. Adobe Analytics is integrated into Primetime's media player.
Primetime is launching in general availability with two premium partners: Comcast Xfinity and NBC Sports Group. Comcast is currently using it to power Xfinity video-on-demand on the desktop, while NBC Sports is using it to stream live sports events.
Along with the Primetime news, Adobe released a Digital Index report showing data on TV Everywhere adoption, among other things. The report notes that there was a 12x year-over-year increase in TV Everywhere adoptions in 2012, and a roughly 50 percent increase in tablet use for TV Everywhere viewing in the same period. Adobe notes that 65 TV Everywhere sites and apps are powered by its authentication product, Adobe Pass. Download the full report for more stats.
A missing component isn't missing any longer, as Adobe promises additional browser support coming later this year.
Also, Adobe announces TBS as a Primetime customer; will drive live linear and VOD content for TBS apps and sites.
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Adobe's plans for Primetime highlight both the strengths and limitations of HLS and DASH, as well as the fact that Flash isn't going away anytime soon
The number of authenticated TV Everywhere streams grew from 18.3M in 2011 to 222.5M in 2012, says Adobe.
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The online delivery platform for broadcasters launches in beta with major workflow and ad-insertion improvements.
Using two Primetime components, the BBC will create live streams and instant highlights in a unified workflow.
At the Mobile World Congress, Adobe took the wraps off a streamlined tool for delivering, protecting, and monetizing online video.