IBC 2012: Adobe Provides Broadcast & Media Solutions

Creative COW by Debra Kaufman

Adobe unveiled new products, partners and promotion aimed at providing video solutions across the broadcast and media industries. At IBC 2012 (Hall 7.G27), Adobe highlighted its new Adobe Anywhere collaborative workflow platform and offered a new promotional pricing for individuals and organizations that want to switch from their current nonlinear editing solution to Adobe Creative Suite CS6 Production Premium and Adobe Creative Cloud.

"Customers today are concerned about getting their content out to multiple screens," says Adobe Director of Project Management Bill Roberts. "Adobe has been and is very successful in that part of the business. We've focused on "plan to playback" from Adobe Story through to Premiere, After Effects, SpeedGrade and then mastering with Adobe Media Encoder." According to Roberts, 60 booths at IBC 2012 are showing tools related to Adobe products.

Adobe Anywhere was the top new announcement from Adobe at the show. "It's about creating a new file-based workflow where collaboration becomes a first-class citizen in the way people work together," says Michael Coleman, Adobe Senior Product Manager, Collaborative Workflows, Professional Video. "We call it a collaboration platform because it ties together creative tools and enterprise systems like storage and MAM. Adobe Anywhere connects creative clients no matter where they are."

Adobe Anywhere, which is scheduled to be available in 2013, is especially designed for broadcast organizations that produce video programming and need to create productions quickly and efficiently, regardless of location. According to Coleman, Adobe Anywhere is made up of two main components. "The collaboration hub is the brain behind it all," he says. "It's a multi-user, multi-application workspace, based on a scalable database and offering the same media, database and folder system." Adobe Anywhere collaboration means that users can share work without merging project files or re-linking media.