Adobe to enhance Adobe Creative Cloud and Primetime

Adobe, the video software provider, has shared that new enhancements for the Adobe Creative Cloud will include support for UltraHD (UHD), colour technology improvements, and new touch workflows. In addition, Adobe Primetime, one of eight solutions of Adobe Marketing Cloud, extends delivery and monetisation capabilities for HTML5 video and offers new tools for pay-TV providers to make TV Everywhere authentication easier and more streamlined. 

New video technology coming soon to Creative Cloud that streamlines workflows for broadcasters and media companies include:

 Native format support for editing beautiful 4K-to-8K footage in Premiere Pro CC ushers in a new era of UltraHD. Continued colour advancements with support for High Dynamic Range (HDR) workflows in Premiere Pro CC and improved colour fidelity and colour adjustments come to After Effects CC. There will also be more support for ARRI RAW, Rec. 2020 and other Ultra HD and HDR formats.

 Touch support in Premiere Pro CC, After Effects CC and Character Animator optimised for Microsoft Surface Pro, Windows 8 tablets and Apple track pad devices.

 Remix, a new feature in Audition CC, will automatically adjust music to video of any duration while maintaining musicality and structure.

 Updated support for Creative Cloud Libraries across CC desktop video tools, powered by Adobe CreativeSync. Assets, including images from Adobe Stock, will instantly appear in After Effects and Premiere Pro.

 In Adobe Media Encoder, Destination Publishing, a solution for rendering and delivering content to popular social platforms such as YouTube, Vimeo and Creative Cloud, now includes support for Facebook.

 Adobe Anywhere, a collaboration platform, can be deployed as either a multi-location streaming solution or a single-location collaboration-only version.

“Adobe is redefining video and motion picture workflows to more easily provide fantastic image quality. Colour is essential in cinematic storytelling and images with no colour correction fall flat,” said Bill Roberts, Senior Director of professional video product management, Adobe. “And image quality is especially important in a world moving to UltraHD. With our continued Creative Cloud advancements, Adobe is helping production companies more easily create compelling UltraHD content for any screen.”

Major advancements in Primetime, Adobe’s multiscreen TV platform include:

 Support for HTML5 content delivery across mobile browsers and additional connected devices. Primetime is platform-agnostic, offering support for a broad range of devices for secure, protected playback.

 Faster response times. The instant-on capability pre-fetches video content inside an app to start playback in less than a second, speeding the startup time for video-on-demand and live streams by 300% and 500% respectively. Primetime now also supports Dolby AC-3 cinema quality sound.

 Support for the OAUTH 2.0 protocol makes it easy for consumers to access their pay-TV content. Pay-TV providers can enable frictionless TV Everywhere with home-based authentication, and offer longer authentication sessions that require users to login only once per device.

 Adobe Analytics, which is pre-integrated with the Primetime TV SDK, is introducing new support for OTT and TV Everywhere measurement, including a broad variety of user engagement metrics. Adobe Analytics “streams” for video will support measurement across desktops, Amazon devices, Android, Apple TV, Chromecast, iOS, Roku, Xbox One, and PlayStation.