Field Notes Inside an Integrated Communications Agency

Enter Adobe Media Player.

Let me paint the picture that Adobe is dreaming. Imagine software as fast as a desktop application, but as Internet capable as a browser. Imagine getting your favorite TV shows on demand.

Not enough you say? TIVO does that?

OK. Now imagine if it's as open and social as YouTube. Imagine CBS programming next to the most local, niche, weird, or highly specialized show. Or your show! Not only can you post your videos, now you can have your very own TV channel.

Of course you can subscribe and get the newest episodes as soon as they are released. And once you download them, shows are local to you computer. Take them with you. Watch them on the train or on the way to the beach.

Now, hitch all this up to a next generation advertising and sales model. Shows can be free, ad-based, or subscription based. Not only can ads can be live and contextual, they can be based on timecode in the show. You can actually advertise things that people see in context of the show, in real time. Oh yea, and ads aren't restricted to a banner, they can overlay the show and can be contain video of their own.

Now if you are in the communications business, image helping your clients harness all this potential. Imagine working with them to develop a TV show concept that will extend their brand into this new, decentralized TV world. Image the research, design, and execution effort that it will take.

You can see Adobe positioning itself in the center of the Internet video universe. It released the Flash video format, now used by YouTube and Google. It upgraded the Adobe Flash player to support high def video, it created tools to extend Flash as an application development platform . Now it's partnering with online video companies and Internet ad networks.

Now that all the pieces are in place, Adobe has finally begun an earnest development of the Adobe Media Player.

So what are you doing to align your self with this new world of TV?