Adobe Wins Olympic Gold With Project Primetime

ADBE: Adobe logo

Adobe (NASDAQ:ADBE) announced that the British Broadcasting Corporation (BBC) will use key components of Adobe’s Project Primetime to deliver live video streams and video on demand (VOD) content of the London Olympics and other major sporting events. This service is available on the web for all major devices. Primetime Simulcast will allow viewers to stream and watch the Olympics on desktops, smartphones, tablets and internet TVs. Primetime Highlights is the VOD coverage of key sporting events which can be immediately accessed by desktops and connected devices. [1]

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Project Primetime Will Boost the Adobe Media Server Platform

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Project Primetime is the first fully integrated video technology platform to deliver TV content via Android and iOS applications and browsers to all major platforms. Leveraging Adobe’s Media Server technology, Primetime Simulcast can broadcast feeds of all sports competitions and deliver them across all the major devices. This is the first time an event of such a massive scale is available across platforms, and this is likely to boost Adobe’s revenues, especially the relatively new Media Server platform. Primetime Simulcast is mostly used for unedited streaming and the Primetime Highlights is used to access video-on-demand created by the media partner. It enables the media partner to create and deliver VOD coverage of events in real time. VOD coverage can be delivered instantly, which makes it cheaper and more timely than traditional highlights.

Project Primetime delivers VOD on an ad-supported platform, making TV content available across connected devices. Media companies can publish premium videos, insert ads and measure access. It also addresses the issue of device and platform fragmentation by offering an end-to-end workflow that bundles core video publishing, advertising and analytics technologies. Major components of Project Primetime are Adobe Auditude, Adobe Digital Marketing Suite, Adobe Access, Adobe Media Server and Adobe Pass.

We currently have a $32.58 Trefis price estimate for Adobe, which is slightly above the current market price.

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  1. Adobe’s Project Primetime To Bring Coverage Of London Games To Devices Across the UK,, July 26, 2012 []