NAB 2017: Adobe advances creative cloud | Infrastructure | News | Rapid TV News
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Bidding to help filmmakers and video producers collaborate and streamline video workflows, Adobe has announced a major update for video in its Adobe Creative Cloud solution.

creativecloud 20April2017Framing the rationale for the launch, Adobe said that technological advancements and exploding consumer demand for impactful and personalised content require video producers to create, deliver and monetise their video assets faster than ever before. It adds that from the largest studio to next generation YouTubers, a scalable, end-to-end solution is required to create, collaborate and streamline video workflows with robust analytics and advertising tools to optimise content and drive more value.

Available immediately, the latest Creative Cloud release is claimed to address these issues, delivering new features for graphics and titling, animation, polishing audio and sharing assets; support for HDR, virtual reality and 4KTV; new integrations with Adobe Stock; and what are advanced artificial intelligence capabilities. It is also said to be able to allow brands to deliver connected video experiences across any screen at scale, while analysing performance and monetising ads.

“Our heritage is taking complex challenges and simplifying them so you can concentrate on storytelling and professional, quality work,” said Steven Warner, vice president of digital media at Adobe. “All video producers – whether they’re part of the major media companies or up and coming YouTubers – can now bring their creative vision to life without having to be motion graphics or audio experts.”