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Adobe Primetime: “Television is evolving beyond the device that hangs on the wall”

Steve Allison,  Senior Manager, Product Evangelism  Adobe Primetime

Steve Allison,
Senior Manager, Product Evangelism
Adobe Primetime

IP&TV News interviews Steve Allison, Senior Manager, Product Evangelism, Adobe Primetime, discussing Adobe’s trailblazing plans for digital video in the coming months and years.

Enjoy, and hopefully see a lot of you in London!  (For more information about attending go here.)

IP&TV: Hi Steve, great talking to you. Adobe’s really blazing a trail in the digital video industry, what are the most exciting developments?

Steve Allison: The most exciting Adobe Primetime news comes from our recent client announcements and the ways we’re working to help them deliver more content, create better user experiences, and drive more revenue across IP-connected devices. Our most recent announcements include:

– Turner Broadcasting:  We are rolling out dynamic ad insertion in NBA games streamed to TNTDrama.com, TNT’s mobile apps, and TNT Overtime, showcasing Adobe’s deep expertise in live TV broadcasting to devices and desktops. Outside the sporting arena, we’ve also helped enable the AdultSwim, Cartoon Network and TruTV apps for linear simulcast programming to drive more advertising opportunities across screens, at scale.

–  M6 Group: M6 Group, a leading French television broadcaster and member of RTL Group, has selected Adobe Primetime to support its Android-based applications for smartphones and tablet devices. iOS support powered by Adobe Primetime is expected to be available later this year, along with other platforms in the future. With Adobe Primetime, M6 Group can easily and securely deliver simulcast, live and on-demand TV content from its top networks to its customers via mobile apps across devices.

–  Tennis Channel:  This summer, Tennis Channel decided to live stream the U.S. Open across desktops, iOS and Android devices to deliver a true TV experience for tennis fans on any screen. To make this possible, Tennis Channel selected Adobe Primetime and the Level 3 Video Cloudto broadcast the U.S. Open live via “Tennis Channel Everywhere” apps. Adobe Primetime enabled Tennis Channel to deploy apps for Linear Simulcast quickly and efficiently – using unified, multiscreen publishing, authentication (DRM), ad insertion, and analytics. The Level 3 Video Cloud provided the acquisition, encoding, packaging, and CDN delivery of content. By leveraging Adobe Primetime, Tennis Channel can reach more tennis fans, extend its brand, and reduce operational overhead by leveraging existing broadcast workflows.

Tell us about Adobe Primetime…

Adobe Primetime helps and programmers and operators deliver an amazing viewing experience on any IP-connected screen, creating more value for pay-TV service and strengthening brand affinity for content owners. With a unified, highly secure workflow for live, linear and video-on-demand (VOD) programming, Adobe Primetime delivers an engaging, personalized viewing environment on every device and desktop. Adobe Primetime capabilities are modular and interoperable with third-party publishing, monetization and optimization technologies. By building on top of the Primetime Player SDKs, programmers and operators can continue to leverage existing broadcast, cable and satellite workflows and infrastructure, and deploy additional Adobe Primetime components as their business needs evolve. 

What are the main benefits it brings to IPTV operators?

Adobe Primetime:

  • Provides access to premium TV and film content by meeting strict studio-mandated DRM requirements and adhering to TV Everywhere retransmission agreements.
  • Simplifies IP-based distribution by providing a unified, multiplatform publishing and DRM workflow that leverages existing cable and satellite delivery infrastructure.
  • Creates more value for pay-TV service by providing an engaging, personalized viewing experience on any screen.

Adobe Primetime capabilities are modular and interoperable with many third-party publishing, monetization and optimization technologies. By building on top of the Primetime Player SDKs, programmers and operators can continue to leverage existing broadcast, cable and satellite workflows and infrastructure, and deploy additional Adobe Primetime components as their business needs evolve.

What advantages does it offer to consumers?

For consumers, Adobe Primetime offers:

  • More access to TV and film content across screens, with a true TV-like viewing experience.
  • An engaging, personalized viewing experience, with relevant and targeted advertising that subsidizes the cost of content.
  • A viewing experience that’s liberated from the confines of the living room TV set – it’s personalized television that follows you and adapts to your needs.

You’ve got a really impressive track record in the digital video industry, where do you see digital video going in the coming years?

The next-generation video platform will deliver, monetize and optimize the television viewing experience on any screen, independent of the delivery or device technology.

Television is evolving beyond the device that hangs on the wall in your living room, becoming something we like to call TV-as-a-service. It’s a service that’s built around your needs and interests, that follows you wherever you are, on whatever screen you happen to be watching, personalizing the experience based on the viewer’s device, location and interests.

The ad technologies that we at Adobe find most exciting are the ones that help media companies and advertisers make sense of the terabytes of data about individual viewers and their behaviors, and serve as the foundation for making more-personalized ad and content recommendations and decisions.

And how big a part do you see video playing in Adobe’s future?

Adobe has pioneered online video over the past 15 years, first with Flash and Shockwave – Flash now covers over 98% of desktops – and now with Adobe Primetime, which is truly multi-device and multi-platform.

Video is a vital part of Adobe’s future.

You’re going to be at tomorrow’s OTTtv World Summit. What will you be doing there and what’s the attraction of this event?

We love meeting current and prospective customers, and we think that everyone benefits from a healthy dialogue around the common industry pain points that Adobe is solving with Primetime. The attraction of this event lies in the quality of the attendees, and in the quality of the interactions it encourages.

 Posted by Thomas Noszczak

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