Light Reading

Adobe Preps for Sochi Games

Mari Silbey
2/4/2014
50%
50%

Gearing up for the Winter Olympic Games in Sochi, Russia that start later this week, Adobe announced that NBC Olympics, part of the NBC Sports Group, has selected Adobe's Primetime TV publishing and monetization platform to power its multiscreen coverage of the games

New for this year's Olympics, Adobe Systems Inc. (Nasdaq: ADBE) is adding digital ad insertion capabilities and support for NBC Universal 's app on the Comcast Corp. (Nasdaq: CMCSA, CMCSK) X1 IP video platform. Adobe is also adding new automatic authentication options for online viewers and a time-limited, free preview feature for viewers who don't sign in to watch the Games online with their pay-TV credentials.

Just 18 months after the 2012 Summer Olympic Games concluded in London, a lot has already changed with NBC's digital delivery of the Olympic events. The broadcaster will offer complete coverage of the Games online this year, including offering every event live as it happens. "It's only been 18 months. It hasn't even been a full two years, and we're really excited about how quickly the viewer experience continues to advance," said Ashley Still, Adobe's director of product management for video solutions.

To be sure, NBC has numerous partners helping it with video coverage of the Olympics, including Harmonic Inc. (Nasdaq: HLIT), Ericsson AB (Nasdaq: ERIC), and Abrevity Inc. But, for Adobe's part, the company is implementing four specific service modules from its Primetime TV platform. These include the Primetime Player, Primetime Pay-TV Pass Authentication, Primetime Ad Insertion, and Adobe Analytics. The Primetime platform supports iOS, Android, Mac OS, Windows, and Comcast X1.

Adobe's Still described the company's role as handling everything that happens once content reaches a consumer device. "We make sure that the video experience, the ad experience, is very high quality, incredibly engaging," she said.

On the advertising front, Adobe is enabling NBC to insert different ads dynamically into live and on-demand content across viewing platforms for the first time. Still noted that there's no video editing required when content makes the shift from live to VoD.

The free preview feature allows viewers to watch 30 minutes of free Olympics coverage at NBCOlympics.com or via the NBC Sports Live Extra App without any authentication. After the initial viewing window, users can watch an additional five minutes of free coverage each day.

For those who subscribe to a pay-TV service, Adobe is supporting automatic authentication tied to a number of different cable operators. Both Cablevision Systems Corp. (NYSE: CVC) and Comcast enabled auto-authentication for the Summer Olympics in London, but now Cox Communications Inc. , and Midcontinent Communications will offer the feature as well, while Verizon Communications Inc. (NYSE: VZ) is working to develop the capability. When subscribers pull up NBC's coverage online via their own home networks, Adobe will register credentialed viewers and grant them automatic access to content without needing to log in again. (See Comcast Makes Home Pass.)

Meanwhile, on the Comcast X1 platform, Adobe will power the first programmer-delivered TV Everywhere app to be available on a cable set-top. Because the NBC app will offer complete live coverage of events, this will give Comcast customers the ability to watch any and all Olympics-related video over IP on their main television displays.

In conjunction with Adobe's partnership announcement with NBC, the company also released its Q4 Digital Video Benchmark Report. The report is a compilation of Adobe's analysis of 22.5 billion online video starts and 574 million TV Everywhere video streams, as well as a survey of 400 US sports viewers.

The report reveals some interesting trends in US multiscreen viewing habits. For one thing, while 42% of TV Everywhere viewing happens on tablets, both smartphones and game consoles are increasing their market share. Smartphone viewing accounted for 31% of TV Everywhere video consumption in the fourth quarter, versus 28% in the third quarter. And game consoles saw year-over-year growth in video consumption of a whopping 365%.

The Adobe report also found that sports video is the most popular TV Everywhere content. Sports viewing jumped 640% between the end of 2012 and the end of 2013 as compared to a growth rate for total TV Everywhere video streaming of 440% year over year.

Expect those numbers to jump significantly once this year's Winter Olympic Games begin on Thursday.

Related posts:

— Mari Silbey, special to Light Reading

(2)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
MattnelsonUX
50%
50%
MattnelsonUX,
User Rank: Light Beer
2/6/2014 | 11:59:10 AM
Re: Streaming stats
Re: Small screens and video content.  We often turn to this UK comedy clip in our design shop when this conversation comes up :)

 

http://www.youtube.com/watch?v=vh5kZ4uIUC0
albreznick
50%
50%
albreznick,
User Rank: Blogger
2/5/2014 | 6:32:26 PM
Streaming stats
I think I'm most impressed by the stat about growing smartphone viewing of video programming. Can't believe the little handsets now account for almost one-third of multiscreen viewing. As smartphones get bigger, I bet that figure could approach 50% or even higher. 
Flash Poll
From The Founder
Last week I dropped in on "Hotlanta," Georgia to moderate Light Reading's inaugural DroneComm conference – a unique colloquium investigating the potential for drone communications to disrupt the world's telecom ecosystem. As you will see, it was a day of exploration and epiphany...
LRTV Documentaries
Verizon's Emmons: SDN Key to Cost-Effective Scaling

5|22|15   |   03:53   |   (0) comments


For Verizon and other network operators to ramp up available bandwidth cost effectively, they need to move to SDN and agree on how to do that.
LRTV Documentaries
Lack of Universal SDN a Challenge

5|21|15   |   04:51   |   (3) comments


Heavy Reading Analyst Sterling Perrin talks about how uncertainty about SDN standards and approaches may be slowing deployment.
LRTV Custom TV
Steve Vogelsang Interview: Carrier SDN

5|20|15   |   05:02   |   (0) comments


Sterling Perrin speaks to Steve Vogelsang, Alcatel-Lucent CTO for IP Routing & Transport business, about the new Carrier SDN-enabling Network Services Platform and the operator challenges it solves.
LRTV Custom TV
Carrier SDN: On-Demand Networks for an On-Demand World

5|20|15   |   20:52   |   (0) comments


Steve Vogelsang, Alcatel-Lucent CTO for IP Routing & Transport business, talks about requirements and benefits of Carrier SDN during the keynote address at the Light Reading Carrier SDN event May 2015.
LRTV Documentaries
The Security Challenge of SDN

5|19|15   |   02:52   |   (0) comments


CenturyLink VP James Feger discusses concerns that virtualization could create new vulnerabilities unless network operators build in safeguards.
LRTV Custom TV
NFV Elasticity – Highly Available VNF Scale-Out Architectures for the Mobile Edge

5|18|15   |   5:50   |   (0) comments


Peter Marek and Paul Stevens from Advantech Networks and Communications Group talk about their NFV Elasticity initiative and the company's latest platforms for deploying virtual network functions at the edge of the network. Packetarium XL and the new Versatile Server Module: 'designed to reach parts of the network that other servers cannot reach.'
LRTV Huawei Video Resource Center
Bay Area Spark Meetup 2015

5|14|15   |   3:54   |   (0) comments


Developed in 2009, Apache Spark is a powerful open source processing engine built around speed, ease of use and sophisticated analytics. This spring, Huawei hosted a meetup for Spark developers and data scientists in Santa Clara, California. Light Reading spoke with organizers and attendees about Huawei's code contributions and long-term commitment to Spark.
LRTV Custom TV
The Transport SDN Buzz

5|12|15   |   06:01   |   (1) comment


Sterling Perrin, senior analyst at Heavy Reading, speaks with Peter Ashwood-Smith of Huawei and Guru Parulkar of ON.Lab about the evolution of transport SDN and the integration of technologies.
LRTV Custom TV
Next-Generation CCAP: Cisco cBR-8 Evolved CCAP

5|5|15   |   04:49   |   (0) comments


John Chapman, Cisco's CTO of Cable Access Business Unit and Cisco Fellow, explained the innovation design of Cisco's cBR-8, the industry's first Evolved CCAP, including DOCSIS 3.1 design from ground-up, distributed CCAP with Remote PHY and path to virtualization. Cisco's cBR-8 Evolved CCAP is the platform that will last through the transitions.
LRTV Custom TV
Meeting the Demands of Bandwidth & Service Group Growth

5|1|15   |   5:35   |   (0) comments


Jorge Salinger, Comcast's Vice President of Access Architecture, explains how DOCSIS 3.1 and multi-service CCAP can meet the demands of the bandwidth and service group growth.
LRTV Custom TV
DOCSIS 3.1: Transforming Cable From Hardware-Defined Network to Software-Defined Network

4|29|15   |   03:48   |   (0) comments


John Chapman, Cisco's CTO of Cable Access Business Unit and Cisco Fellow, explains how DOCSIS 3.1 can transform cable HFC network to a more agile software-defined network.
LRTV Huawei Video Resource Center
Predicting Traffic Patterns for Quality Mobile Broadband

4|29|15   |   6:45   |   (0) comments


Accessing information ubiquitously creates complexity and creates heavy traffic onto the network, especially at large-scale events like sporting events or festivals. In this video, Huawei's Mohammad Hussain speaks to experts about how to predict traffic and improve user experience during periods of heavy traffic.
Upcoming Live Events
June 8, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 10, 2015, Chicago, IL
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 6, 2015, The Westin Peachtree Plaza, Atlanta, GA
October 6, 2015, Westin Peachtree Plaza, Atlanta, GA
All Upcoming Live Events
Infographics
Network functions virtualization (NFV) is not the easiest of topics to take on board, so here's a Light Reading infographic, developed following conversations with the folks at HP, that helps make sense of where NFV is taking the industry.
Hot Topics
Verizon Saves 60% Swapping Copper for Fiber
Sarah Thomas, Editorial Operations Director, 5/19/2015
Choosing a Technology Supplier? Consider Changing Your Selection Criteria
Steve Saunders, CEO and founder, Light Reading, 5/18/2015
Chattanooga Charts Killer Gigabit Apps
Mari Silbey, Senior Editor, Cable/Video, 5/20/2015
10 Alternate Uses for Tablets
Eryn Leavens, Copy Desk Editor, 5/22/2015
Smarter 'Dumb' TVs Will Drive OTT Adoption
Mari Silbey, Senior Editor, Cable/Video, 5/18/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
With 200 customers in 60 countries, Stockholm-based Net Insight has carved out a solid leadership position in one of the hottest vertical markets going in comms right now: helping service providers and broadcasters deliver video and other multimedia traffic over IP networks. How has Net Insight managed to achieve this success in the face of immense competition from the industry giants?
My ongoing interview tour of the leading minds of the telecom industry recently took me to Richardson, Texas, where I met with Rod Naphan, CTO and SVP, Solutions, ...
I recently popped down to Texas to chat with CEO Eric L. Pratt about his company, Taqua.
Cats with Phones