Adobe to Highlight a More Robust Primetime Offering at NAB
While Adobe's recent Creative Cloud updates will be on display at NAB, the company will also show under-the-hood improvements to Primetime, its multiscreen TV platform. Adobe rewrote the Primetime TV SDK from scratch, promising 4x faster start times along with lower processor and battery use. The WWE Network, MBL.TV, and HBO Now all use the re-written SDK.
Adobe has also rebuilt Primetime's pay TV authentication infrastructure. Primetime can now process 2.25 million authentications per minute, the company says.
This year, Adobe is partnering with MLBAM (Major League Baseball Advanced Media) to live stream the just-started baseball season. Using Primetime, MLBAM will offer live, linear, and on-demand programming to TVs and mobile devices. On opening day, MLB.TV served 2.7 million live streams.
Adobe has created video apps with several of MLBAM's sports, news, and entertainment partners. Adobe notes that these are the first direct-to-consumer TV apps that have used Primetime technology. Turner Broadcasting has begun using Primetime for ad insertion on video delivered to Apple TVs and other OTT devices.
“Since MLB.TV was born as the internet’s first OTT product 13 years ago, we have remained focused on building reliable, highly engaging live TV viewing experiences at true broadcast scale," says Joe Inzerillo, executive vice president and CTO for MLBAM. "Adobe Primetime, with its support for DRM, the industry-standard authentication capability, and robust HD video playback allows us to offer consistent video experiences across more than 400 devices, including the latest breed of OTT products."
Adobe's multiscreen TV platform gets a handful of upgrades, including integrated analytics for a variety of devices.
The 2015 Live Event Streaming Superguide Is Now Available
Before long, more online video starts will take place on mobile devices than on desktop, yet desktop viewers watch for far longer.
With the two platforms linked, marketers can get granular data on viewer engagement and deliver ads to specific demographics.
A missing component isn't missing any longer, as Adobe promises additional browser support coming later this year.