Adobe Spearheads iTV Opportunities
Written by Nuri Djavit
It had to happen sooner or later; with Adobe’s Flash engine ‘coming soon’ to the Palm Pre and now doing a deal with major set top box manufacturers, it would seem that we are seeing the company truly heralding in a new era for integrated development known as the Open Screen project.
This is obviously an important step for developers but also represents a huge opportunity for advertisers looking to exploit multi-channel communications. Initially, it sounds like the experience will offer fairly simple and, perhaps, long overdue, features such as web browsing and widgets on your TV, but going deeper with interactive advertising and branded content is surely the next step. Where Open failed in the US some 10 years ago, Adobe seems to have the potential to succeed and do so in a HUGE way.
I don’t mention our past to often, but as a team back at Deepend, we built some of the first interactive televition (iTV) assets including games, commercials and branded content. We’re rather hoping it puts us in good stead for the (near) future.
