14 DAY TRIAL // Microsoft has managed to grab precious audience away from Adobe, with its own technology dedicated to delivering web-based video and rich media and interaction experiences. In the Silverlight vs. Flash face-off, the Redmond company made inroads into what traditionally was Adobe's territory with projects such as NBCOlympics.com, which gathered no less than 50 million unique users in just 17 days. Still, Adobe too has its moments, and the new deal inked with Time Warner is an illustrative example. Per the two companies' agreement, online content from HBO, Turner Broadcasting and Warner Bros. Entertainment will be served on multiple distribution platforms via Flash.
“At Turner we work to ensure that our audience, our advertisers and our creative partners are well served by our brands across all the platforms we use for distribution,” said Scott Teissler, chief technology officer at Turner Broadcasting System, Inc. “This multifaceted developmental alliance with Adobe is intended to promote and exemplify the kind of ubiquitous media delivery functions – measurement, context, identification, reach – we need to please the consumer and support a content-sustaining business model.”
However, the new partnership between Adobe and Time Warner also involves more than the delivery of content across the web. The duo revealed that the collaboration was also destined to foster the evolution of digital rights management for both the Cloud and the desktop, but also solutions designed to measure metadata and audience. Bob Zitter, chief technology officer and executive vice president, Technology, HBO welcomed the partnership with Adobe forecasting nothing short of incredible productivity for the new alliance.
“Online audiences are re-defining the way media content is consumed and are demanding customized desktop experiences,” said John Loiacono, senior vice president, Creative Solutions Business Unit at Adobe. “Adobe has pioneered rich, engaging online media experiences with the Flash Platform, the number one solution to deliver video on the Web, and our goal is to transform the way companies create, measure and deploy next-generation video. Time Warner Companies are known worldwide as leaders in providing premium media and entertainment and will be working with us to deliver some great video experiences on the Web.”