Primetime Media Player from Adobe could finally span the gulf between TV and our gadgets and desktops, offering viewing choice for users and focused content opportunities and analytics for advertisers.
Video Saved TV's Star
Broadcast TV has been dying for seemingly decades now, but its demise is now being hastened by streaming viewing from the likes of Netflix plus boxset downloads, catch-up services and other efforts to make it more convenient to viewers. However, that's a lot of services and a lot of devices like the new iPad Mini or Kindle Fire HD which leads to horrible fragmentation.
Primetime is Adobe's effort to drag broadcast TV to the tablet, desktop or other device in a way more favorable to the broadcaster and skipping over the fragmentation issue. It offers an integrated video technology platform that publishes and monetizes TV content across any connected device, to the delight of digital marketers.
Adobe already has a sizeable back-end video publishing, advertising and data solution, putting that behind a universal consumer player brings it front and center for our gadgets. Using a mix of products including Adobe Media Server, MediaWeaver, Auditude, SiteCatalyst and AudienceManager, while all we see is the joys of modern TV, those on the back-end, including content owners and distributors, see business and content optimization, well-hidden DRM, and all the analytics they can eat.
Ready for Primetime
While we likely won't see apps for our iPads, Android phones, games consoles or PCs until early next year, the core product is out there with SDKs being released today. Apps won't be far behind and then we'll be in a better place to take broadcast TV where we want, whenever we want it.
The service brings the benefits of high-quality Multiple Bit Rate video playback support, HTTP Live Streaming (HLS) support on iOS and Android and HTTP Dynamic Streaming (HDS) support on desktop and Android. That should keep the streaming buffer gremlins at bay while providing captions, audio tracks and the other trappings of modern viewing.
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