Adobe Takes Major Step to Bring Broadcast TV Online

  Adobe Takes Major Step to Bring Broadcast TV Online

New Adobe MediaWeaver and Primetime Media Player Drive Unparalleled Consumer
Reach and Revenue Opportunities for Content Publishers

Business Wire

SAN JOSE, Calif. -- November 15, 2012

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
http://www.adobe.com/solutions/project-primetime.html.

Quote

“Adobe is uniquelypositioned to help drive amajor industry transformation
with Project Primetime. The introduction of Adobe MediaWeaver and Primetime
Media Player marka significant stepin makingbroadcastTVcontent and ads
work seamlessly online as more content is consumedacrossdevices. This is a
massive opportunity for the industry, and we are working closely withleading
TV content owners and distributors to better deliver and
monetizebroadcastcontent acrossall major platforms.”

Jeremy Helfand, vice president of monetization, Adobe.

Useful Links

  *Blog Post - Introducing Primetime Media Player – A New Way to Distribute,
    Monetize and Analyze Online Video Content
  *Blog Post - Introducing Adobe MediaWeaver – Innovation for Video Ad
    Insertion Across Devices
  *Blog Post - Project Primetime Integrations Make It Easier to More
    Effectively Monetize Professional Video
  *Project Primetime – Addressing the needs of broadcasters
  *How to profit from video delivery across desktops and devices
  *Getting ready for Project Primetime
  *Multi-screen Reality – From creation to distribution to monetization
  *Project Primetime, the BBC and the London Games
  *Primetime Web Site
  *Project Primetime YouTube channel

About Adobe Systems Incorporated

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

© 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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Contact:

Adobe Systems Incorporated
Stefan Offermann, 408-536-4023
sofferma@adobe.com
or
Text 100
Melissa Chanslor, 415-593-8465
adobe@text100.com