StreamingMedia.com readers first heard about Adobe Primetime in February 2012, when Adobe announced the project and made the first parts of it available at that year's Mobile World Congress. Fourteen months later, Adobe is announcing the general availability of Primetime at the NAB conference. Primetime is a comprehensive modular tool for broadcasters streaming content online, and it includes components for distribution, ad insertion, DRM (digital rights management), and analytics. Because the platform is modular, broadcasters are free to choose the elements they need. They can also connect Primetime to other ad servers or analytics tools, if they prefer.
Adobe's goal in creating Primetime was to help broadcasters further their reach, keep viewers engaged for longer, and help them monetize that reach and engagement. Adobe aims to keep distribution simple by letting one player and one workflow deliver video to all platforms. Primetime streams HLS video, which plays in a Flash player on the desktop. For now, Primetime supports live, linear, and on-demand video on Windows and Mac desktops, as well as iOS and Android mobile devices. Adobe announced that later this year it will expand support to include HTML5 on mobile devices, Roku, Xbox, and connected TVs. With this release, Adobe has also announced that Adobe Analytics (the new name for SiteCatalyst) is integrated with Primetime and offers granular data on individual viewer experiences right down to the 10-second level. Adobe Analytics is integrated into Primetime's media player.