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API Journal Authors: Anders Wallgren, Carmen Gonzalez, Jason Bloomberg, Liz McMillan, Elizabeth White

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Adobe Takes Major Step to Bring Broadcast TV Online

Adobe Systems Incorporated (Nasdaq:ADBE) today unveiled major new components of Project Primetime, the industry’s first fully integrated video technology platform that publishes and monetizes broadcast TV content across any Web-connected device. Adobe® MediaWeaver®, Adobe’s new ad insertion service, dynamically places ads into content to maximize revenue. This new offering delivers a viewing experience that mirrors broadcast TV while also supporting audience targeting and analytics to increase media inventory value. Adobe also introduced Primetime Media Player, an industry-first player technology that allows TV content owners and distributors to maximize audience reach and ensure that all experiences are immediately monetizable through seamless ad insertion and analytics.

Along with these new components, the company announced the availability of the beta version of the full Primetime solution. The platform tightly integrates Adobe’s video publishing, advertising and data solutions to ensure TV content owners and distributors can maximize the value of their content with the broadest audience reach, seamless HD video playback, and fully optimized content and ad delivery across any Web-connected device. Content owners can easily deploy individual components of Primetime to fit their infrastructure needs or let the full solution handle the entire workflow.

Adobe MediaWeaver

Adobe MediaWeaver, Adobe’s new ad insertion service, places ads into live, linear, and Video-on-Demand (VoD) content using new patent-pending technology that provides unparalleled control, flexibility and user experiences. The system, which is available as a beta today, enables dynamic ad executions for video content in browsers and apps on any Web-connected device, creating an engaging, buffer-free ad and content experience for consumers. Adobe is the only company in the industry that provides dynamically inserted ad experiences that mirror broadcast TV while also offering content owners and distributors the ability to effectively target and report on audiences, a limitation with other current solutions. For more details, visit our blog.

Primetime Media Player

The new Primetime Media Player is at the core of Primetime and allows TV content owners and distributors to rely on a single workflow for content preparation, rights management and streaming to eliminate platform fragmentation challenges and maximize reach. In addition, the player reduces costs by tightly integrating with all Primetime components including Adobe SiteCatalyst®, Adobe AudienceManager and Adobe Auditude®, which ensures for the first time that content, ads and analytics are optimized and inserted within the player to maximize the value of the content and provide a more meaningful audience experience.

The Primetime Media Player is available as a beta today via an SDK for Windows, Mac OS, Android and iOS and will also be extended to include web-connected platforms such as game consoles, OTT devices and connected TVs. Primetime Media Player for desktop browsers leverages Flash® Player, and adds broadcast-specific capabilities such as closed captioning, seamless ad insertion, and advanced analytics. The Primetime Media Player for mobile works within apps today, and will support native browser environments in the future. Consumers do not have to download a separate player for non-desktop devices. For more details, visit our blog.

Full Integration with Adobe Advertising and Data Solutions

The unique integration of Adobe MediaWeaver, Adobe SiteCatalyst, Adobe AudienceManager, and Adobe Auditude allows TV content owners and distributors to optimize their video and ad content, and quickly turn insights into greater revenue. In return, audiences will benefit from video content and ads that are more relevant to them. Adobe SiteCatalyst gives TV content owners and distributors a deep understanding of consumer engagement with content and ads. By integrating it into Adobe AudienceManager and Adobe Auditude, this valuable consumer engagement data can now seamlessly be used to activate audience segments and further optimize the ad experience and revenue. For more details, visit our blog.

About Project Primetime

Primetime is the industry’s first fully integrated video technology platform that publishes and monetizes TV content across any Web-connected device. The platform tightly integrates Adobe’s video publishing, advertising and data solutions to maximize the value of content through a more meaningful audience experience and greater monetization. Publishing solutions include Adobe Media Server, Primetime Media Player, Adobe Access, and Adobe Pass. Adobe’s advertising solutions include Adobe MediaWeaver and Adobe Auditude. Adobe SiteCatalyst and Adobe AudienceManager complement Primetime by helping TV content owners and distributors drive business optimization. For more information on Primetime and its point solutions including Primetime Highlights and Primetime Simulcast, visit


“Adobe is uniquely positioned to help drive a major industry transformation with Project Primetime. The introduction of Adobe MediaWeaver and Primetime Media Player mark a significant step in making broadcast TV content and ads work seamlessly online as more content is consumed across devices. This is a massive opportunity for the industry, and we are working closely with leading TV content owners and distributors to better deliver and monetize broadcast content across all major platforms.”

Jeremy Helfand, vice president of monetization, Adobe.

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About Adobe Systems Incorporated

Adobe is changing the world through digital experiences. For more information, visit

© 2012 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, Mediaweaver, SiteCatalyst, Auditude and Flash are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. Microsoft is either a registered trademark or trademark of Microsoft Corporation in the United States and/or other countries. All other trademarks are the property of their respective owners.

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