All signs are point­ing to the biggest trans­for­ma­tion of the broad­cast indus­try since the intro­duc­tion of cable tele­vi­sion 30 years ago. 2013 will be the year where we’ll see a fun­da­men­tal shift on how con­sumers view and engage with TV con­tent online and across plat­forms and device types, and how pro­gram­mers and pay TV providers respond to that shift.

A new Adobe Dig­i­tal Index report is reveal­ing some really incred­i­ble new trends for online video con­sump­tion. Close to 16 bil­lion video streams were deliv­ered by Adobe cus­tomers in Q4 2012 alone. Mobile video view­ing across smart­phones and tablets is up 300% year-over year, now with almost 10% of all video view­ing occur­ring on mobile devices. The num­ber of authen­ti­cated TV every­where con­tent streams hit a new record last year with a 12-fold increase. The Sum­mer Olympics in Lon­don for exam­ple gen­er­ated close to 90 mil­lion authen­ti­cated streams in the U.S., which were deliv­ered across 10 mil­lion devices in 7 mil­lion house­holds in the course of only 17 days. A recent study pre­dicts that by 2018 con­sumers will be watch­ing as much TV via the Inter­net as they do live TV through broad­casts and pay TV net­works. This means we need to start throw­ing tra­di­tional def­i­n­i­tions over board. TV is no longer the device; it is the content.

Adobe will be front and cen­ter in this indus­try trans­for­ma­tion. Sim­i­lar to how Adobe brought video to the web via Flash over 10 years ago, or how we assisted the most promi­nent print pub­lish­ers to extend their busi­nesses to dig­i­tal pub­li­ca­tions, or helped estab­lish the TV Every­where authen­ti­ca­tion stan­dard with Adobe Pass, we too will help TV pro­gram­mers and pay-TV ser­vice providers advance their busi­ness mod­els and enable them to bring broad­cast TV to any con­nected screen. We are in a unique posi­tion to accom­plish this objec­tive.  Adobe has no stake in the con­tent. Our pur­pose is to serve as a trusted enabler and part­ner to the industry.

This posi­tion gives us the oppor­tu­nity to emerge as the lead­ing tech­nol­ogy provider and inno­va­tor in this trans­for­ma­tion, and today we are cel­e­brat­ing a major mile­stone on the path to this goal. I am excited to announce that Adobe Prime­time is now gen­er­ally avail­able and used by Com­cast and NBC Sports as our first customers.

Adobe Prime­time is our TV con­tent deliv­ery and mon­e­ti­za­tion plat­form for pro­gram­mers and pay-TV ser­vice providers that enables TV-like expe­ri­ences to con­sumers across any con­nected screen. The mod­u­lar plat­form tightly inte­grates our video pub­lish­ing, adver­tis­ing and ana­lyt­ics solu­tions to help elim­i­nate the com­plex­ity of reach­ing audi­ences across screens while also offer­ing new mon­e­ti­za­tion oppor­tu­ni­ties for our cus­tomers. The seam­less tie-in with dozens of ecosys­tem part­ners includ­ing Ama­zon Web Ser­vices, Aka­mai, Cisco, Har­monic and Ele­men­tal, offers for the first time a highly scal­able and reli­able solu­tion that is unmatched in the indus­try and can pro­vide the most engag­ing con­sumer expe­ri­ences and best mon­e­ti­za­tion oppor­tu­ni­ties across devices and plat­forms. For more infor­ma­tion, see our press release.

Com­cast has incor­po­rated sev­eral of Adobe Primetime’s mod­u­lar com­po­nents across XFINITY Web prop­er­ties to deliver and mon­e­tize IP-video and give their sub­scribers access to their favorite con­tent. Com­cast is lever­ag­ing a broad range of Adobe Prime­time capa­bil­i­ties, includ­ing the player, DRM, ad inser­tion, ad serv­ing, and ana­lyt­ics. NBC Sports also launched with Adobe Prime­time, and now uses the solu­tion to offer live sport­ing events, includ­ing Major League Soc­cer (MLS) and National Hockey League (NHL) games, as well as Golf Chan­nel con­tent across devices. Con­sumers can watch the con­tent live and on demand. Have a look for your­self on XFINITY’s web­site.

I am excited to be at NAB this week talk­ing with our part­ners and cus­tomers about the future of tele­vi­sion and how Adobe Prime­time will help lead them through the trans­for­ma­tion to cre­ate great oppor­tu­ni­ties for their audi­ences and their busi­nesses. Stay tuned for more excit­ing news in 2013.

New Primetime Logo

Jeremy Helfand is the vice pres­i­dent of video solu­tions at Adobe.