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:
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.
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.
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.