& cplSiteName &

Adobe & thePlatform Tie TVE Knot

Alan Breznick
4/10/2014
50%
50%

LAS VEGAS — After working together informally on multiscreen video rollouts for years, thePlatform and Adobe have formalized their relationship by striking a co-promotion deal and integrating many of their TV Everywhere products in a joint portfolio.

thePlatform Inc. , a white-label media publishing company owned by Comcast Corp. (Nasdaq: CMCSA, CMCSK), and Adobe Systems Inc. (Nasdaq: ADBE) unveiled their "strategic relationship" this week at the National Association of Broadcasters (NAB) convention here. The two companies said they will team up to sell the Adobe Primetime platform and thePlatform's video management system as part of "an end-to-end IP video solution" for both TV programmers and distributors.

The companies said they will receive incentives to drive business for each other. Under the non-exclusive agreement, both partners are still free to sell their products separately to customers. Adobe and thePlatform executives said that some media companies still prefer to build their own video management systems with individual elements pieced together from different vendors.

But the partners also said they intend to join forces much, if not most, of the time to promote their bundled offerings together and to help customers deploy multiscreen services faster and easier. They said they have built up considerable trust by working side by side on a number of TVE deployments for common customers over nearly a decade, including NBC Universal 's multiscreen coverage of the Sochi Winter Olympic Games. (See Adobe Preps for Sochi Games.)

"One of the exciting things is that we have a common vision and view of where the television industry is heading," said Ashley Still, director of project management for Adobe, which also introduced an upgraded version of Primetime at the NAB show. "Now we have skin in the game and are definitely making a bet on each other."

Specifically, the deal calls for thePlatform to contribute its signature mpx video management system to the partnership effort. This cloud-based video workflow management system will enable joint customers to publish video for playback on Adobe's Primetime video players, create custom video players for different devices, ingest video, dynamically update online video changes, manage and enhance metadata of all video assets, and set viewing rights, playback authorization, and monetization policies for content, among other things.

Adobe will contribute its flagship Primetime TV delivery and monetization platform to the venture. Among other things, Primetime will add management of subscriber authentication, digital rights management, ad insertion techniques, data analytics services, and service quality monitoring to the combined offering.

"Nobody else is an analog of what Primetime is," said Ian Blaine, CEO of thePlatform. Both companies have "open frameworks, so they're relatively easy to integrate."

Blaine and Still conceded that the two companies face several challenges in making their partnership work. Those challenges include finding ways of serving the ever-growing number of video-capable devices, hitting every available window for different types of video releases, and measuring the actual audience reach of multiscreen video services. Without such effective audience measurement, they said, the monetization of TVE services will be exceedingly difficult, if not impossible.

Nevertheless, with second-screen viewing rising rapidly on tablets, smartphones, and other newer video devices, the executives don't seem too worried about proving there's a sizable multiscreen audience out there. Further, in spite of initial industry concerns that the second and third screens might draw viewers away from the home TV screen, the executives are not worried about multiscreen video services sapping the traditional TV viewing audience anymore. (See Nielsen: Multiscreen Viewing Taking Off.)

"Devices are really additive to the overall TV experience," Still said. "Online TV is not cannibalizing TV." Instead, it is "enabling completely new models of TV watching, like binge viewing."

— Alan Breznick, Cable/Video Practice Leader, Light Reading

(1)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Ariella
50%
50%
Ariella,
User Rank: Light Sabre
4/13/2014 | 10:29:43 PM
TV
"Online TV is not cannibalizing TV." Instead, it is "enabling completely new models of TV watching, like binge viewing." Somehow that doesn't sound altogether positive. Could you imagine a liquor company boasting of enabling binge drinking? Or a junk food manufacturer applauding occasions for binge eating?
From The Founder
The independent evaluation of Nokia's key virtual network functions (VNFs) was a defining moment for the Finnish giant.
Flash Poll
Live Streaming Video
Charting the CSP’s Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it’s going from two industry veterans.
LRTV Documentaries
Leading Lights 2016 Highlights

5|25|16   |   02:26   |   (1) comment


Some of the high points from this year's Leading Lights awards dinner at the Hotel Ella in Austin, Texas.
LRTV Documentaries
Light Reading Hall of Fame 2016

5|23|16   |   05:43   |   (0) comments


Find out who has been welcomed into Light Reading's Hall of Fame this year.
LRTV Custom TV
ZTE TM Forum Highlights

5|23|16   |     |   (0) comments


ZTE showcased its new ICT solutions at TM Forum in Nice.
LRTV Interviews
Gamma's MD on the Emergence of UC2

5|20|16   |     |   (0) comments


Gamma Communications Managing Director David Macfarlane believes the unified communications (UC) market has reached a tipping point.
LRTV Custom TV
The Ultimate 5-Minute Guide to Digital Customer Engagement

5|20|16   |     |   (0) comments


In this short video, you will hear all about how Digital Customer Engagement is the key to meeting customer expectations, keeping them happy, and maximizing revenue. VP Product & Marketing at Pontis, Ofer Razon, breaks down for us the five essential capabilities for successful Digital Customer Engagement. Don’t miss!
LRTV Custom TV
NFV in 2016: Part 1 – NFV Use Cases Get Real

5|19|16   |   05:57   |   (0) comments


Consensus is building around the key use cases for NFV, including managed IP services at the network edge and on customer premises, which can generate new revenues from enterprises/SMBs and consumers; Evolved Packet Core to support LTE migration; and adjacent technologies, such as TAS and IMS, to support VoLTE and next-generation charging and policy control ...
LRTV Custom TV
Nokia's Steve Vogelsang on NFV – Part 3

5|19|16   |     |   (0) comments


Steve Vogelsang discusses the challenges of operational transformation and how Nokia helps its customers. Join Steve at the Big Communications Event in Austin the morning of May 24, on his keynote and optical networking panel.
LRTV Interviews
Level 3: Why UC Is In Demand

5|17|16   |   04:12   |   (1) comment


Andrew Edison, Level 3's senior VP of sales, EMEA region, talks about the drivers of growth in the unified communications services market.
LRTV Custom TV
ARM's OPNFV Action

5|17|16   |     |   (0) comments


At the ARM booth at MWC 2016, Joe Kidder and Bob Monkman speak to Light Reading about OPNFV and their upcoming action.
LRTV Custom TV
Nokia's Steve Vogelsang on NFV – Part 2

5|16|16   |     |   (0) comments


Steve Vogelsang gives advice to service providers on how to move to NFV. Join Steve at the Big Communications Event in Austin the morning of May 24, on his keynote and optical networking panel.
LRTV Interviews
Interoute CTO on NFV's Maturity

5|13|16   |   06:46   |   (1) comment


Matt Finnie, CTO at international operator Interoute, explains how NFV has made life easier in terms of logistics and how Interoute can now enable a 'software-defined moment' for its customers.
LRTV Huawei Video Resource Center
UBBS 2016 Highlights

5|12|16   |     |   (0) comments


Highlights of Huawei's UBBS event in Hong Kong.
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
December 6-8, 2016,
June 16-18, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
Hot Topics
DT: Telcos Must Escape Vendor Prison
Iain Morris, News Editor, 5/24/2016
AT&T to Start 5G 'Friendly' Trial by 2016 End
Dan Jones, Mobile Editor, 5/24/2016
WiCipedia: Short Skirts & Back-Up Plans
Eryn Leavens, Special Features & Copy Editor, 5/20/2016
Eurobites: Be More European, EU Tells Streaming Services
Paul Rainford, Assistant Editor, Europe, 5/20/2016
AT&T's Margaret Chiosi Retires
Ray Le Maistre, Editor-in-chief, 5/25/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
Animals with Phones
Live Digital Audio

Our world has evolved through innovation from the Industrial Revolution of the 1740s to the information age, and it is now entering the Fourth Industrial Revolution, driven by technology. Technology is driving a paradigm shift in the way digital solutions deliver a connected world, changing the way we live, communicate and provide solutions. It can have a powerful impact on how we tackle some of the world’s most pressing problems. In this radio show, Caroline Dowling, President of Communications Infrastructure & Enterprise Computing at Flex, will join Women in Comms Director Sarah Thomas to discuss the impact technology has on society and how it can be a game-changer across the globe; improving lives and creating a smarter world. Dowling, a Cork, Ireland, native and graduate of Harvard Business School's Advanced Management Program, will also discuss her experience managing an international team focused on innovation in an age of high-speed change.