Warner Bros., Adobe Form New Media Alliance4 Mar, 2009 By: Erik Gruenwedel
A trio of Time Warner companies has formed a partnership with Adobe Systems aimed at producing next-generation video and rich media content for the Internet and portable media devices in the next three years.
Warner Bros. Entertainment, HBO and Turner Broadcast System said they would incorporate San Jose, Calif.-based Adobe’s Flash platform and related video software, including digital rights management, metadata and audience measurement, to develop and track digital content.
Adobe currently helps deliver online video content to a variety of Time Warner properties, including TheWB.com, WarnerBros.com and HBO.com.
Time Warner CEO Jeff Bewkes this week reiterated plans to repurpose and deliver original content from a variety of properties — notably HBO — to proprietary and third-party sites.
Adobe said its Flash player is on more than 98% of connected computers and delivers more than 80% of Web video worldwide.
“We’re pleased about the benefits such an alliance will bring to enhance the consumer experience,” said Darcy Antonellis, president, Warner Bros. technical operations.
Separately, Adobe March 4 said it would report revenue from $783 million to $786 million for the first quarter (ended Feb. 27), compared to previous forecast from $800 million to $850 million. Adobe reports its finances March 17.