showcasing new technologies and initiatives that are helping to drive innovation across dynamic media content
creation, delivery, and playback at the 2008 NAB Show, beginning today. Adobe is spearheading an effort to begin
deï¬Âning an industry wide open ï¬Âle format for digital cinema ï¬Âles, which is planned to be called CinemaDNG (see
separate press release), and delivering native support for the Sony XDCAM EX camera format in Adobe ® Premiere ®
Pro CS3 software. For capturing live audio and video to stream in real-time to Adobe Flash ® Media Server or the Flash
Video Streaming Service, Adobe is offering Adobe Flash Media Encoder 2.5 software as a free download. Adobe also is
helping to bring intelligence to dynamic media by allowing the incorporation of metadata into its professional video
product line. A highlight of the show is the recently announced Adobe Media Player, which is already featuring
content from leading television broadcasters and content publishers, including CBS, MTV Networks, Universal Music
Group, and Condà©Net. All of these breakthroughs are being shown at the 2008 NAB Show, April 14 ‘ 17 (Booth SL
3220).
vice president of Dynamic Media at Adobe. “Our customers are building businesses in a rapidly changing media and
advertising landscape. Thanks to our partner ecosystem-from CDNs to plug-in vendors-Adobe technologies
provide a virtually complete and integrated solution that allows our customers to create content once, then seamlessly
distribute and monetize that content across the widest possible array of playback environments.”
At NAB, Adobe is previewing technology plans that help bring intelligence to dynamic media through metadata in
future versions of its professional video software. By automating the creation and flow of information assets, post-
production tasks can be simpliï¬Âed and accelerated, enabling audiences to search content rapidly and easily. During
distribution and playback, content owners and advertisers can take advantage of new monetization opportunities to
target ads more precisely. Also at the show, Adobe announced it is leading an effort to begin deï¬Âning an industry wide
open ï¬Âle format for digital cinema ï¬Âles, which is planned to be called CinemaDNG. CinemaDNG is an industry-wide
initiative to deï¬Âne an open ï¬Âle format for digital cinema ï¬Âles to ensure accurate archiving, simplify workflows, and
provide richer editing possibilities. In addition, Adobe is extending its commitment to tapeless workflows by Adobe Advances Dynamic Media Workflows at NAB
announcing native support for the Sony XDCAM EX camera format in Adobe Premiere Pro CS3, augmenting its
previously announced support of the Panasonic P2 format.
Adobe continues to expand its industry footprint for dynamic media playback. For broadcasting live events such as
concerts, webcasts, or sporting events, Adobe Flash Media Encoder 2.5 software now allows users to capture and
stream live content in H.264 with Adobe Flash Media Server and Adobe Flash Player. As the world’s most pervasive
playback software, Adobe Flash Player is installed on 98 percent of Internet-connected PCs and more than 500 million
mobile devices and handsets worldwide ship with Adobe Flash ® Lite™ software. Adoption of the latest update to
Adobe Flash Player 9, which supports H.264-enabled HD content, has set all-time records by achieving 62 percent
market penetration since its release in December 2007.
“Adobe’s innovations are reshaping the digital video industry and helping us reach our audiences and monetize our
content in new and exciting ways,” said Greg Clayman, executive vice president, digital distribution and business
development for MTV Networks. “Adobe Creative Suite ® 3 Master Collection software and Adobe Flash are fantastic
tools that help us create and distribute content for audiences worldwide.”
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