Creative software developer to provide platform for online content
By Adam Zarboni
Time Warner and its subsidiary companies, Home Box Office (HBO), Warner Brothers (WB), and Tuner Broadcasting System (TBS), announced Tuesday that it will collaborate with Adobe in order to provide the platform for their online video content. The partnership’s goal is to develop present and next generation technology. Furthermore, Time Warner plans on developing Adobe’s Flash video component to provide “differentiated experiences” across the brands, says Adobe.
“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,” said Scott Teissler, chief technology officer at Turner.
John Loiacono, senior vice president of Creative Solutions Business Unit at Adobe said that users are now defining the form that media is produced for the market, saying “online audiences are re-defining the way media content is consumed and are demanding customized desktop experiences.”
According to statistics released by Adobe, Flash content makes up 80 percent of video content on the web, and Adobe’s Flash player is installed on 98 percent of computers used to browse the internet. This deal will help solidify the Adobe content player as the video standard for the internet. Apple’s QuickTime, and DivX provide much of the hi-definition content on the web, but many sites use Flash in order to provide quick loading, medium quality video.