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Bud Albers
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"Storytelling and technology go hand in hand," explained Shantanu Narayen, Adobe's president and CEO, as he considered how advances in distribution technology have impacted these stories.
Narayen, speaking at Monday's Super Session, "Disney and Adobe: Reinventing the Boundaries of Storytelling," maintained that as content moves from "broadcast to broadband programming," the Internet is now "at the core of distribution."
With thousands of devices and millions of screens available for viewable content, he said, "the future is becoming the present."
And how to maximize (and capitalize on) the success of this new "network?"
Narayen emphasized that regardless of the means of delivery, "it's still about engaging audiences."
To address the engagement and consumer experience, A.D. "Bud" Albers, CTO of Disney Interactive Media Group, demonstrated some of Disney's recent ventures, which aim to "engage, embrace and expand" audiences.
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Shantanu Narayen
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With the continuing goal of reaching outside the traditional browser to mobile devices and Internet-enabled television sets, Albers announced Disney's participation in Adobe's Open Screen Project, which collaborates with a number of companies on media player development and to establish a consistent environment for publishing Web content.
Albers acknowledged that existing business models will have to change to monetize any Web and mobile content, and that current business models are still "cannibalistic," exchanging "broadcast dollars for online pennies."
Jason Levine, Adobe's worldwide product evangelist for dynamic media, then previewed a new product, Adobe Story. Designed to capture metadata from the earliest stage of production, Adobe Story is a collaborative screenwriting application that ties the script to searchable metadata.
Downstream, Levine explained, this same metadata can be used for anything from contextualizing relevant advertising to increasing the viewer's engagement.
Narayen closed the Super Session with the admission that the issue of monetizing this media is an open question, "a work in progress, with many experimental models." But these new distribution means, he said, have "forever changed the way we create and distribute video."