Posts tagged "NBC"

NBC Universal Wins Emmy Award for TV Everywhere Live Streaming

Adobe Prime­time is thrilled to see NBCU­ni­ver­sal and NBC Sports Group, along with Time Warner Cable and MLB Advanced Media (MLBAM), win a Tech­ni­cal & Engi­neer­ing Emmy Award for Pio­neer­ing Mul­ti­plat­form Video Deliv­ery. As view­ers con­tinue to watch live stream­ing sports con­tent through the lat­est game con­soles, OTT, and mobile devices, the abil­ity to quickly deliver and mon­e­tize con­tent on these plat­forms is increas­ingly more impor­tant.

Adobe’s Q3 2014 U.S. Dig­i­tal Video Bench­mark Report found that total online video starts grew 22% YoY and TV Every­where video starts increased 108% YoY and 38% quar­ter over quar­ter (QOQ). That is why these pro­gram­mers and MVPDs deserve this award for their scal­able, reli­able deploy­ments across mul­ti­ple plat­forms. They con­tinue to ensure that their view­ers and sub­scribers get amaz­ing view­ing expe­ri­ences when and where they want. Adobe Prime­time looks for­ward to sup­port­ing more imple­men­ta­tions like these with the most reli­able and flex­i­ble mul­ti­screen deliv­ery and mon­e­ti­za­tion TV plat­form avail­able.




Adobe & RDK — Powering Next Generation In-Home TV Experiences (Part 2)

Adobe has a rich legacy of lead­ing the deliv­ery of Inter­net video (IP video), with Adobe Flash Player pow­er­ing the vast major­ity of desk­top video expe­ri­ences. Today, Adobe Primetime’s IP video lead­er­ship pow­ers numer­ous live and on-demand video expe­ri­ences across iOS and Android devices, such as NBC Sports Live Extra and Comcast’s XFINITY TV Go apps. How­ever, what is less known is that Adobe Prime­time tech­nol­ogy is pre-inte­grated with the next gen­er­a­tion set top boxes includ­ing the Com­cast X1 Plat­form based on the Ref­er­ence Design Kit (RDK).


Com­cast has inte­grated Adobe Prime­time inside of its ship­ping set top box imple­men­ta­tion of the RDK Media Frame­work and actively uses Adobe capa­bil­i­ties for full-fea­tured TV expe­ri­ences deliv­ered over the Inter­net. Adobe pro­vides crit­i­cal capa­bil­i­ties that enhance the view­ing expe­ri­ence includ­ing:

  • DRM and con­tent pro­tec­tion

  • Live and Video On Demand play­back

  • Offline play­back

  • HD video play­back

  • Adap­tive bitrate

  • Trick play

  • DVR

  • Alter­nate audio

  • Closed cap­tion­ing

  • Sup­port for SCTE-style dig­i­tal pro­gram inser­tion (DPI) sig­nal­ing

  • Dynamic ad inser­tion with black­out sig­nal­ing

Adobe is proud of the con­tri­bu­tions we’ve made to IP video deliv­ery over the past 12 years and watch­ing the incred­i­ble expe­ri­ences that our cus­tomers offer to push the indus­try for­ward. Adobe’s sup­port for the next gen­er­a­tion set top boxes and the evo­lu­tion of video deliv­ery inno­va­tion is chang­ing how we engage with video in and beyond the liv­ing room.

Video oper­a­tors con­sid­er­ing using the RDK can eas­ily lever­age the core fea­tures of Adobe Prime­time as part of their RDK imple­men­ta­tion. To learn more about RDK, visit the web­site. To learn more about Adobe Prime­time, visit our web­site. If you would like to expe­ri­ence Adobe Prime­time in action, check out The X1 Plat­form by XFINITY from Com­cast.

[View part one of the blog post here.]

Adobe Primetime & NBC Sports Go for the Gold at the 2014 Winter Olympics

Adobe Prime­time has been pow­er­ing NBC Sports across screens since the 2012 Sum­mer Olympics in Lon­don. By gath­er­ing feed­back directly from NBC and its view­ers, we’ve con­tin­u­ally enhanced Adobe Prime­time — and the result is a more dynamic, more engag­ing view­ing expe­ri­ence, on more screens, for sports fans every­where.

Today, we announced that NBC Olympics, a divi­sion of the NBC Sports Group, has selected Adobe Prime­time to power the 2014 Olympic Win­ter Games in the U.S. across desk­tops and mobile devices, includ­ing iOS, Android, Mac OS, Win­dows, and oth­ers.


Here are some high­lights of the upcom­ing Olympics expe­ri­ence for view­ers:

  1. Com­pre­hen­sive cov­er­age across more screens and device types. For the first time, every event will be avail­able on every con­nected screen, live and on-demand. This means that view­ers will be able to watch the action as it unfolds on any device, or view it later with full event replay. With the Sochi Games, we’ve expanded cov­er­age to the X1 Plat­form by XFINITY from Com­cast — the first IP-based set-top box to deliver live cov­er­age through Adobe Prime­time.

  2. Sim­pli­fy­ing the authen­ti­ca­tion process. We’re work­ing with five MVPDs to make watch­ing the Games on devices as easy as chang­ing the chan­nel. Sub­scribers of Cable­vi­sion, Com­cast, Cox, and Mid­con­ti­nent pay-TV ser­vices will be able to bypass the login page of the NBC Sports Live Extra expe­ri­ence when access­ing the site and apps from within their homes.

  3. Deliv­er­ing on the promise of dynamic adver­tis­ing. In another indus­try first, broad­cast tele­vi­sion com­mer­cials will be replaced dynam­i­cally across every screen for live and on-demand view­ing. NBC Sports is lever­ag­ing its legacy ad serv­ing infra­struc­ture for cam­paign man­age­ment and ad deci­sion­ing, while Adobe Prime­time will han­dle the ad inser­tion process to manip­u­late and weave con­tent and ads together into a sin­gle stream. The result is more-rel­e­vant ads, a buffer-free view­ing expe­ri­ence, and more ad rev­enue for NBC.

In addi­tion to all the enhance­ments to improve the view­ing expe­ri­ence, we’re also con­tin­u­ing to work hard to scale our offer­ing for NBC and other broad­cast­ers and MVPDs. Advance­ments like enter­prise-grade out­age pro­tec­tion will ensure unin­ter­rupted deliv­ery for NBC’s broad­cast oper­a­tions team, and our work with Microsoft via Win­dows Azure Media Ser­vices (see press release) makes it even eas­ier for pro­gram­mers and oper­a­tors to embrace cloud-based video deliv­ery.

Our Adobe Dig­i­tal Index team also released a Q4 Dig­i­tal Video Bench­mark Report, which looks at dig­i­tal video view­ing trends and offers some pre­dic­tions based on 22.5 bil­lion online video starts, 574 mil­lion authen­ti­cated streams (TV Every­where), and sur­vey results from 400 U.S. sports view­ers about their new view­ing habits.

We hope you enjoy watch­ing the Win­ter Olympics as never before — on the IP-con­nected screen of your choice, live and on-demand — and that the Adobe Prime­time-enabled view­ing expe­ri­ence shows you that the future of TV is here.

Adobe Primetime & Turner Broadcasting: “Scale and Execution, Exactly Like TV”

As a life­long sports fan, I get excited about work­ing alongside the world’s largest media com­pa­nies to make it eas­ier for view­ers like me to watch more events on more screens.

When Adobe Prime­time first launched, we helped NBC Sports and the BBC bring the Lon­don 2012 Olympic Games to view­ers every­where. Adobe Prime­time pay-TV pass (for­merly Adobe Pass) has been instru­men­tal in bring­ing the 2012 and 2013 NCAA bas­ket­ball tour­na­ment to col­lege hoops fans. Now we’re help­ing deliver NBA games to view­ers who want to check in with their favorite teams and play­ers when they’re not in front of a TV set.

Over the past sev­eral weeks, we’ve con­tin­ued our work with Turner, rolling out dynamic ad inser­tion in NBA games streamed to, TNT’s mobile apps, and and TNT Over­time, show­cas­ing Adobe’s deep exper­tise in live TV broad­cast­ing to devices and desk­tops.

Out­side the sport­ing arena, as it were, we’ve also helped enable the AdultSwim, Car­toon Net­work and TruTV apps for lin­ear simul­cast pro­gram­ming. A recent arti­cle in Adweek high­lighted some of the inno­v­a­tive work the Adobe Prime­time team has been doing with Turner to drive more rev­enue by expand­ing their breadth of adver­tis­ing oppor­tu­ni­ties across screens, at scale.

The Adobe Prime­time team is con­tin­u­ing to expand the pro­duct offering’s capa­bil­i­ties to address addi­tional busi­ness needs and use cases. We look for­ward to work­ing with more broad­cast­ers, cable com­pa­nies, satel­lite providers, tel­cos and indus­try part­ners to help make every screen a TV. As Seth Ladet­sky, SVP for Turner dig­i­tal ad sales com­mented to AdWeek regard­ing the devel­op­ment of dig­i­tal ad oppor­tu­ni­ties, “If you look at the scale and exe­cu­tion, this is going to be exactly like TV.”


Adobe Primetime Ad Serving with IAB VAST 3.0 and VMAP 1.0 Support

Adobe is con­tin­u­ing to invest heav­ily in our core ad serv­ing capa­bil­i­ties with the gen­eral avail­abil­ity launch of Adobe Prime­time. As part of our ongo­ing efforts to lead the indus­try in video mon­e­ti­za­tion for con­tent pro­gram­mers and dis­trib­u­tors, we’re rolling out sig­nif­i­cant enhance­ments to Adobe Prime­time Ad Serv­ing (fka Adobe Audi­tude) to com­ply with the lat­est VAST 3.0 and VMAP 1.0 stan­dards. We’re excited to be the only video ad server in the mar­ket today that’s capa­ble of both gen­er­at­ing and read­ing VAST 3.0 and VMAP 1.0 ad calls.

The IAB’s Video Ad Serv­ing Tem­plate, or VAST, was devel­oped to provide pub­lish­ers and adver­tis­ers with a com­mon lan­guage for video player tech­nol­ogy. In par­al­lel, the Dig­i­tal Video Mul­ti­ple Ad Playlist, or VMAP, was cre­ated to detail ad inser­tion pos­si­bil­i­ties in instances where a pro­gram­mer doesn’t con­trol the video player or end-point dis­tri­b­u­tion chan­nel for con­tent it owns.

The pur­pose of these two stan­dards is to make video adver­tis­ing more scal­able and straight­for­ward for indus­try par­tic­i­pants, and Adobe is happy to announce that our Adobe Prime­time Ad Serv­ing is fully VAST 3.0 and VMAP 1.0 com­pli­ant. It is capa­ble of both gen­er­at­ing and read­ing VAST 3.0 ad calls, and allow­ing for inven­tory rights shar­ing among pro­gram­mers and dis­trib­u­tors with VMAP 1.0.

Before the intro­duc­tion of VAST and VMAP, pub­lish­ers using dif­fer­ent play­ers for dif­fer­ent play­back envi­ron­ments required adver­tis­ers to cre­ate unique ad responses for each site or device they wished to tar­get. This cre­ated sig­nif­i­cant oper­a­tional headaches, and lim­ited the amount of money that media buy­ers were will­ing to spend on dig­i­tal video. While ear­lier ver­sions of VAST allowed adver­tis­ers to address these chal­lenges, the stan­dard also laid the ground­work to enable con­tent pro­gram­mers and dis­trib­u­tors to com­mu­ni­cate among them­selves more effi­ciently. VAST 3.0 builds fur­ther on this foun­da­tion.

The lat­est ver­sions, VAST 3.0 and VMAP 1.0, add a num­ber of fea­tures and enhance­ments, includ­ing new details for the ad response for­mat and how video play­ers inter­pret and return sig­nals to and from an ad server. Accord­ing to the IAB:

With VAST 3.0, video play­ers now have the abil­ity to declare which ad for­mats they sup­port. Five for­mats are pro­vided as options: Lin­ear Ads, Non­Lin­ear Ads, Skip­pable Lin­ear Ads, Lin­ear Ads with Com­pan­ions, and Ad Pods (a sequenced group of ads). Skip­pable Lin­ear Ads and Ad Pods are new for­mats offered with this release. Some video play­ers choose to only sup­port cer­tain VAST ad for­mats in accor­dance with their pub­lish­ing busi­ness model. With VAST 3.0, the guess­work of which VAST ad for­mat a player sup­ports is elim­i­nated.

The VAST ad-­serving process when ads are served directly from a publisher’s system to the video player (Image credit: IAB)

The VAST ad-­serving process when ads are served directly from a publisher’s sys­tem to the video player (Image credit: IAB)


With VMAP, video con­tent own­ers can exer­cise con­trol over the ad inven­tory dis­played in their con­tent when they can’t con­trol the video player, to cap­i­tal­ize on adver­tis­ing while main­tain­ing the integrity of their pro­gram con­tent. VMAP enables the con­tent owner to define the ad breaks within their con­tent, includ­ing the tim­ing for each break, how many breaks are avail­able, what type of ads and how many are allowed in each break.

A simplified example of the VMAP serving process (Image credit: IAB)

A sim­pli­fied exam­ple of the VMAP serv­ing process (Image credit: IAB)

The pri­mary advan­tage of VAST 3.0 is that it enables mon­e­ti­za­tion of breaks with mul­ti­ple ads via a sin­gle ad call. This third-party ad server can con­trol the entire ad expe­ri­ence for the break. In com­bi­na­tion with VMAP 1.0, this is ideal for full-length TV episodes, which typ­i­cally have sev­eral breaks with more than one ad, and for which inven­tory splits between the pro­gram­mer and the dis­trib­u­tor are com­mon. With the prior ver­sions of VAST, the ad server could only request and respond to one ad at a time – it wasn’t pos­si­ble to effi­ciently sup­port breaks with more than one ad. VAST 2.0 was built for short clips, but VAST 3.0 has been designed for true broad­cast-to-IP TV.

With­out a VAST 3.0-compliant ad server, a broad­caster will typ­i­cally have to man­u­ally traf­fic ads against indi­vid­ual ad posi­tions in a sin­gle com­mer­cial break to pre­vent an ad from appear­ing more than once. Imple­ment­ing com­pet­i­tive block­ing and enabling robust ana­lyt­ics and fore­cast­ing are sim­i­larly labor-inten­sive. This presents a traf­fick­ing night­mare for ad oper­a­tions – and doesn’t scale.

VAST 3.0 and VMAP 1.0 are espe­cially impor­tant for dri­ving broader adop­tion of TV Every­where because these pro­to­cols enable shared inven­tory rights between pro­gram­mers and dis­trib­u­tors. Inven­tory rights shar­ing requires inter­op­er­abil­ity between part­ners’ video play­ers and ad servers, which VAST 3.0 and VMAP 1.0 provide. A dis­trib­u­tor who deploys and con­trols the video player typ­i­cally has to call a programmer’s ad server to insert ads that the con­tent part­ner has sold. For exam­ple, a pro­gram­mer may give two of every 20 min­utes of ad space to a cable oper­a­tor for local spots; this type of inven­tory shar­ing is made pos­si­ble with VAST 3.0 and VMAP 1.0 redi­rects between the con­tent pro­gram­mer and distributor’s ad servers.

Global broad­cast­ers and dis­trib­u­tors like NBC and Com­cast are increas­ingly turn­ing to Adobe Prime­time for its uni­fied work­flow across pub­lish­ing, adver­tis­ing and ana­lyt­ics. Adobe Prime­time now fea­tures the industry’s only video ad server that can both gen­er­ate and read VAST 3.0 and VMAP 1.0 ad calls, mak­ing the process of fully mon­e­tiz­ing broad­cast video even sim­pler for both con­tent pro­gram­mers and dis­trib­u­tors.