Adobe's Interesting But Unloved Media Player Needs Content, Fast

Michael Learmonth | June 19, 2008 11:12 AM

stewart.jpgWe haven't heard much about Adobe's (ADBE) video service, Adobe Media Player, sinced it launched back in April. The ad-supported streaming video service, which also allows users to watch some of its shows as downloads, without being connected to the Web, sounds interesting, but we're not sure anyone knows about it.

We haven't heard any metrics on downloads of the player, or users, and today Adobe releases a mostly news-free announcement that appears to remind potential content partners that it exists.

Adobe says it's adding clips from Comedy Central's (VIA) "The Daily Show" and "The Colbert Report." Yes, clips. This, after Comedy Central gave full episodes of the shows to Hulu; both were already available on Joost and Comedy Central's own Web sites. Adobe says CBS (CBS) is adding some shows no one has heard of ("Greatest American Dog"), to the shows the service launched with two months ago. Neither Viacom or CBS is allowing its shows to be downloaded, negating Adobe's biggest potential differentiating feature from Hulu, etc.

The TV world is moving to ubiquitous distribution online. It's not there yet (see: Viacom v. Google, Fox and NBC's exclusive with Hulu), but it's getting there. See, for instance, Warner Bros.' mega deal with Joost, Veoh, etc -- which also did not include Adobe. If Adobe -- or any new video service -- wants to convince consumers or investors that it's for real, it's going to have to offer what you can see everywhere else.

See Also:
Warner Bros. Inks Distribution Deals With Joost, Veoh, Everyone But Hulu
Score One For Hulu: Viacom Handing Over Daily Show, Colbert
ABC-Disney: Not Hulu Deal For Us, Thanks

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28 Comments

Marc Siry (URL) said:
I love Adobe- and owe much of my career history and lifetime income to their software- but getting your entertainment from them is the equivalent of buying shirts from your washing machine. Sure, Maytag and clothing are related, but not in *that* way.

If Adobe wants to become a media outlet I'd advise spinning off a subrand that is only vaguely related- i.e. the 'TMZ vs. AOL Celebrity' strategy.
geraldz (URL) said:
I downloaded the player and checked it out a few weeks ago. Haven't been back since.

The real value in Adobe's new player will emerge only after it's embedded on everyones' computer (perhaps 3-5 years or whatever the PC lifecycle/replacement rate is). Then it'll be an alternative to Windows Media Player and their proprietary digital rights management (DRM). Content providers will be able to sell movie rentals and/or downloads with the popular Flash player format.
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