Adobe Systems and three Time Warner companies — Turner Broadcasting System, Warner Bros and Home Box Office, have formed a strategic alliance for the development of next generation video and rich media experiences.

As part of the alliance, these companies will also collaborate to accelerate the development of digital rights management for the Web and desktop, and metadata and audience measurement solutions to improve the discovery and monetisation of content.

The companies intend to utilise Adobe Flash Platform and video solutions to provide differentiated experiences for consumers of HBO, Turner Broadcasting and Warner Bros content across multiple distribution platforms.

“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 Broadcasting System.

“Online audiences are re-defining the way media content is consumed and are demanding customised desktop experiences,” said John Loiacono, senior vice president, Creative Solutions Business Unit at Adobe.

“Adobe has pioneered rich, engaging online media experiences with the Flash Platform, the number one solution to deliver video on the Web, and our goal is to transform the way companies create, measure and deploy next-generation video.”

“This will be an incredibly productive alliance with Adobe for all involved,”  said Bob Zitter, chief technology officer and executive vice president, Technology, HBO.

“Warner Bros. Entertainment plans to implement Adobe’s full range of technologies into a diverse set of new media initiatives,” said Darcy Antonellis, president, Warner Bros. Technical Operations.

“We’re pleased about the benefits such an alliance will bring to enhance the consumer experience.”

Through this strategic alliance and the resulting collaborative projects, Adobe, Turner, Warner Bros and HBO seek to deliver Internet video beyond the desktop to secure Internet connected devices to provide consumers with video content when, how, and where they want it.-TradeArabia News Service