Viacom, Adobe forge alliance to deliver web, mobile content

MUMBAI: US media conglomerate Viacom and Adobe Systems have announced a strategic alliance to develop and deliver Viacom’s branded content using the Adobe Engagement Platform.

Through this agreement, Adobe will become Viacom’s preferred technology provider for rich media authoring tools and interactive online video solutions. This will enable Viacom to deliver content from its television, motion picture and digital properties to online and mobile audiences in compelling ways. The two companies will also work together in developing new media applications leveraging Viacom’s exclusive content and using Adobe’s next-generation developer tools and ubiquitous cross-platform client software.

The Adobe Engagement Platform is a versatile foundation for capturing and holding audiences’ attention through more active and effective applications and media. Through the combined reach of the Adobe Reader and Adobe Flash Player clients, which are installed on more than 600 million connected PCs and devices worldwide, the Platform enables businesses to connect with customers, no matter which medium they choose.

Viacom president and CEO Tom Freston says, "This partnership with Adobe is an important step towards ensuring that our company has the most robust and state of the art online and mobile video applications. We are very excited to be working so closely with Adobe, which is a real innovator with a great track record".

Viacom will utilise Flash video as an interactive online video solution and provide Viacom-branded content to mobile phone handsets via FlashCast™ channels. Flash video delivers secure, high-quality seamless video experiences. FlashCast is a flexible client-server solution that effectively delivers rich, intuitive branded experiences on mobile devices. Using Adobe technology, Viacom will also develop entirely new applications leveraging content from Viacom properties including MTV, Comedy Central, Spike TV and Nickelodeon.

Adobe CEO Bruce Chizen says, "Adobe and Viacom share a vision for how to bring Viacom’s world-class programming and content to online and mobile audiences in innovative ways. This relationship and the Adobe Engagement Platform will accelerate Viacom’s ability to create and deliver new kinds of digital entertainment across different mediums, regardless of which operating system, browser or device viewers are using. Our Engagement Platform is continuing to gain momentum as a powerful means of reaching and connecting with consumers on their terms, anytime, anyplace."

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