When you start something new in life be it a company, a project or something personal – it is exciting.
Today, we announced Adobe Primetime – a complete multi-screen video solution that enables broadcast programmers and pay TV service providers to capitalize broadcast video across every connected screen.
Many times, you find yourself dreaming about success and how you might change the world – and if you’re smart, you will build on strong and solid foundations from your history that accelerate your success – and that is just what we did with Adobe Primetime.
Adobe has developed very strong and trusted technology partnerships in the video delivery ecosystem that drive many of the videos watched online today. It is these partnerships and technologies that make up the ecosystem that enables the future of multi-screen video with Adobe Primetime.
While our name is new, Adobe Primetime is built on a strong foundation of encoding, delivery, playback and protection ecosystem. Adobe Innovations such as RTMP, H.264, and Adaptive bitrate have enabled the world to engage with video in new ways developed by our customers that challenged how we consumed video.
Look around in your home, at your kids in your office and notice – the world consumes video differently today than five years ago and behind the scenes, Adobe innovation is there and that is the basis of Adobe Primetime.
Over the past 10+ years of video innovation, Adobe has partnered with the early visionaries and innovators in video preparation and delivery. As a result, Exabyte’s of video is delivered or prepared every month and consumed using Adobe technologies that are integrated into network, hardware, software and cloud solutions.
From video ingest and encoding using RTMP, to HTTP output and H.264 across every device – Adobe technologies are integrated into the very core of virtually every component in the video workflow.
Adobe Primetime was built from the ground up combining many different technologies into one and leverage existing partner solutions so that broadcasters can deliver a robust, rich live streaming or HD video on-demand experience to global audiences. The video industry is undergoing a shift towards standardization and interoperability, and it is that interoperability that will catapult the volume of video available to consumers.
This week in Las Vegas, the NAB Show is a perfect example of the evolution of video. In nearly every booth, video innovations are demonstrated on devices of many shapes, sizes and connectedness.
Okay – let’s look at the ecosystem (from our eyes), and how Adobe Primetime customers can leverage their existing hardware and services contracts to quickly address the screens of now and the future.
ENCODERS: There are two classes of encoders – those that enable live streaming and those that enable VOD streaming. Encoders can live at a broadcaster data center or in the cloud. Encoders are where video starts its journey to the device. These powerful workhorses consume one video stream or file and in real-time output 20-40 different versions at various shapes and sizes optimized for devices. Encoders also convert embedded video signals for advertising, closed captioning and entitlement then transport it to Adobe Primetime-enabled players. Encoders also package content into HDS or HLS format (both supported by Adobe Primetime) and also apply DRM and Protected Streaming using Adobe Primetime DRM (formally Adobe Access). Many encoding companies are also innovating smart origin and packaging services to provide additional scale to meet the coming demand.
Visionary companies like Cisco and Elemental have led the way with innovative live streaming technologies that are quickly leveraging cloud infrastructure to meet the scale and capacity required to quickly produce the quality and multiple format requirements. These industry-leading companies are present in many broadcasters’ data centers today. Adobe has also partnered with Envivio, Harmonic, and RGB Networks – whose devices and services are ready for Adobe Primetime today. We are working to enable all of our encoder partners with Adobe Primetime technologies.
DRM & PROTECTION SERVICES: DRM protection is extremely complex technology to deploy due to security and robustness requirements. When coupled with the various support across devices, connected TV’s, game consoles and PCs, DRM adds a lot of barriers to multi-screen video streaming. DRM service providers make it easier to implement license delivery, subscription entitlement and event transactional services for rental or pay-per-view services. DRM service providers operate Adobe Primetime DRM license services, and can easily integrate into encoding workflows to encrypt video content. Adobe Primetime Player uses a single DRM across desktops, Android, iOS and connected TVs – with full support for industry standard Ultraviolet Common Encryption.
Companies like Irdeto have gladly taken the responsibility of hosting Adobe Primetime DRM license servers so it doesn’t have to be managed by broadcasters or distributors. They provide an innovative and robust protection service that can reduce the complexity for protecting content streaming to Adobe Primetime-enabled video players. Adobe has also partnered with Vualto, Authentec, CSG and other popular DRM services. Content encryption can be done when video is encoded through encoding partners, or dynamically using cloud service providers such as Level3 or Akamai.
CONTENT DELIVERY NETWORKS (CDN): Think of CDNs as the 21st century’s video antenna. Without them, we literally would not have the ability to deliver HD video across such a wide array of networks, like mobile, WiFi, office or home Internet connections. CDNs provide the transport and caching technologies vital to video delivery. CDNs are expanding what they can do by operating encoders, live ingest, encryption and other services to make video publishing easier.
Companies like Akamai, Amazon Web Services and Level3 provide the global scale and reach required to bring video experiences to consumer devices that are uninterrupted by network buffering. Nearly every top broadcaster globally makes use of one or many of our delivery network partners. Adobe Primetime is an HTTP-streaming based solution supported by the HDS and HLS streaming formats which can pass and scale through CDNs easily. These CDNs can also dynamically prepare videos that can be watched within an Adobe Primetime-enabled video player. Adobe partners with more than 25 CDNs globally, and we are working to certify them all to support Adobe Primetime customers.
LIVE EVENT SERVICES: Today there are more Live events and 24×7 linear streaming being watched than video on-demand. Webcasting is not what it used to be and Adobe’s partners have made perfecting professional live video streaming their business. From satellite, fiber or IP signal acquisition, these professional services companies bring the world’s major events such as the Olympics, Super Bowl, World Cup and more to every screen imaginable. By deploying the world’s most advanced live and linear facilities along with operating encoders, teleports, payment systems and large data centers – consumers now experience full HD live events that do not fail – and are enhanced with live highlight clipping and advanced performance telemetry.
Companies like iStreamPlanet, AEG Digital Media, Deltatre, ATOS Origin, Origin Digital and NeuLion all partner with Adobe to enable Adobe Primetime customers with integrated signal acquisition, protection and engaging video player experiences that drive extremely high volumes and advertising opportunities. By combining Adobe Primetime ad insertion technology into their workflows, our customers can monetize their content through advertising and authentication. This is hard work, and it requires a masterful hand to make sure events are successful because as a friend of mine often reminds me, “If you are delivering an Internet-only stream, and it fails…you don’t have an event!”
Adobe Primetime may be new, but we have been working to pre-enable an ecosystem of technologies to provide a premier broadcast video experience across screens and more innovation is on the way!