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Adobe Bows TV Everywhere Platform

10 Apr, 2013 By: Erik Gruenwedel

Adobe April 10 launched a platform enabling broadcasters and premium-TV operators to more easily monetize and deliver content on demand to viewers on connected devices.

Dubbed Adobe Primetime, the platform integrates Adobe’s video publishing, player, DRM, advertising and analytics to help programmers and pay-TV service providers eliminate the complexity of reaching viewers across multiple screens while also offering new monetization opportunities.

CBS CEO Les Moonves recently said nearly 40% of the network’s viewers watch primetime programming on demand — a reality that underscores Nielsen’s probable move toward tracking viewers up to seven days after a program’s initial broadcast.

Broadcasters and pay-TV operators have been rolling out TV Everywhere platforms in an effort to retain and lure subscribers from over-the-top services such as Netflix, Hulu Plus and Amazon Prime Instant Video, among others.

San Francisco-based Adobe, which announced the Primetime launch at the National Association of Broadcasters confab in Las Vegas, said Comcast and NBC Sports Group signed on as initial Primetime launch partners.

Comcast is using Adobe Primetime across its Xfinity properties (including Xfinity Streampix) to deliver IP-delivered video-on-demand to authenticated subscribers. NBC Sports Group is using the platform to offer live sporting events — including Major League Soccer and National Hockey League games, as well as Golf Channel content — across devices.

“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 Primetime platform into our existing infrastructure,” Rick Cordella, SVP and GM of digital media with NBC Sports Group, said in a statement.

Primetime backend partners include Akamai, Amazon Web Services, Cisco Systems, Elemental Technologies, Envivio, Harmonic, iStreamPlanet, RGB Networks and thePlatform, among others.

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