Archive for March, 2012

Co-existence, Not Cannibalization

Yes­ter­day, I had the plea­sure of shar­ing the stage at Adobe’s Dig­i­tal Mar­ket­ing Sum­mit with Pra­teek Alsi from Time Warner Cable Media. In a fireside chat for­mat (which seemed a bit out of con­text because it was 70 degrees in Salt Lake City this week!), we explored the state of dig­i­tal video.  As you know from your own media con­sump­tion habits (or watch­ing any child with an iPad or smart­phone), online video view­ing is grow­ing. Most mar­ket research shows that over the next 5 years the num­ber of peo­ple watch­ing online video could grow as much as 50% and rep­re­sent up to three quar­ters of all inter­net-enabled users. A lot of this increased appetite for dig­i­tal video is fueled by the pro­lif­er­a­tion of con­nected devices – smart­phones, tablets, con­nected TV’s and gam­ing con­soles. Con­nected devices will become as ubiq­ui­tous as TV’s in the house.  So, one may think that broad­cast­ers, oper­a­tors and pro­gram­mers feel threat­ened by this trend.  Quite the con­trary. Most indus­try folks that I talk with, includ­ing my very knowl­edge­able fireside co-pre­sen­ter, or clients that we work with, like Major League Base­ball, are embrac­ing the trend and chart­ing strate­gies to take advan­tage of the oppor­tu­nity. Those strate­gies include one that I am par­tic­u­larly fond of – pro­vid­ing access to and dynam­i­cally insert­ing video ads into con­tent on any con­nected device.

There is a good rea­son why they are and should be embrac­ing this trend. Online video view­ing will not be at the expense of TV. It’s com­ple­men­tary. Total media con­sump­tion is grow­ing and will con­tinue to grow as it becomes more effi­cient and con­ve­nient for a viewer to access con­tent where, when and how they desire. Sim­ply said, TV (lin­ear) and dig­i­tal video view­ing is about co-exis­tence, not can­ni­bal­iza­tion. Given that fact, there are tremen­dous oppor­tu­ni­ties for con­tent own­ers and dis­trib­u­tors to bet­ter engage and mon­e­tize their audi­ences. And, this is where Adobe is focused.

There are a num­ber of chal­lenges to be addressed in this co-exis­tence strat­egy, like cross plat­form mea­sure­ment, multi-chan­nel ad buy­ing, cross-plat­form ad expe­ri­ences, and improv­ing user expe­ri­ence across devices, but we’ll leave those top­ics for another time. Until then, let the cross-chan­nel col­lab­o­ra­tive think­ing begin.

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Adobe Access – A Single DRM Workflow

We recently announced the upcom­ing avail­abil­ity of Adobe Access (for­merly Flash Access) DRM pro­tec­tion for native iOS appli­ca­tions. So what does this mean for your work­flow?

You can now finally reach a broad range of des­ti­na­tion devices with a sin­gle, sim­ple work­flow, includ­ing Win­dows, OSX, iPad, iPhones, iPods, hun­dreds of Android smart­phones and tablets (Android 2.2+), and tele­vi­sions, includ­ing Sam­sung Smart TVs, TIVO and LG devices, and soon many more as part of project Prime­time.

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It not only saves you costs, but also pro­vides a sim­ple, robust DRM work­flow, with a sin­gle con­tent pro­tec­tion scheme.

Not con­vinced how this will work? Here are the steps.

1)   Real-Time pack­ag­ing and pro­tec­tion of H.264 source files with Adobe Media Server

2)   HTTP deliv­ery to tar­get plat­forms (HLS to iOS, HDS to other devices)

3)   License acqui­si­tion from a sin­gle Adobe Access server, no mat­ter what the play­back plat­form is

As part of Project Prime­time, Adobe is focused on solv­ing the frag­men­ta­tion chal­lenges video dis­trib­u­tors are con­fronted with in 2012. This is the first step to provide a secure end-to-end video deliv­ery work­flow