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Wednesday, September 05, 2012

Adobe Gets Online In a Big Way with Anywhere And Other New Products

I've purposely kind of held back talking about the wave of cameras that are hitting the market right now, or will over the next few weeks with IBC and Photokina going on. Instead I saved my effort for this :

Edit Anywhere. Adobe's new shared media technology lets you work across the hall or across the continent. Share editing, then delivery and monetization. In short Adobe is delivering a full end to end system from shooting to editing to delivery.

Anywhere is about sharing media through a centralized server. This is the territory of Avid and some other vendors. Now the rest of us can tap into the same resources. 

Project Primetime is about delivery. Being able to send your finished content to any device anywhere. " Project Primetime provides a single, end-to-end workflow that links Adobe streaming, digital rights management (DRM), ad serving, audience management, analytics, and optimization technologies." Interesting stuff ! I think aimed more at the enterprise level, I'm more interested in seeing if there will be another level of the product aimed for the rest of us. This product really seems aimed at current networks and deep pocket coprs that want to bypass cable / satellite providers to deliver their own content direct to the viewer. That's all good, but a very limited market. More info is needed ! Its probably not a product to help you and some friends build an internet TV station. 

Now look at all the broadcast products partners Adobe is working with. If you start clicking thru some of the partner links, I think you'll be REALLY surprised at how Premiere Pro is now connecting to the products of a lot of traditional broadcast products in ways that matter : being able to share, edit and export media to various media servers, SANS, playout servers, graphics systems. Check out this use of Tools On Air's live cut being turned into a Premiere Pro timeline ! This is the stuff of SciFi being delivered today. Picture access to VizRT's media assets.

The list goes on and on. I don't think anyone quite yet has gotten how huge Adobe suddenly is. Its doing things FCP aspired to, could of done but never did. Just as the huge number great cameras coming out is staggering, what is going on at Adobe is equally as large. If you work in broadcast TV or collaborative work, your world has changed in the same sort of way that hard drives, P2 and SSD's have replaced tape.