Adobe Systems will be highlighting its new advances in video and dynamic media software technologies that improve the creation and delivery of content across personal computers, televisions and mobile devices at the National Association of Broadcasters 2009 show in Las Vegas.

At the NAB show, which started April 18 and runs through April 23, Adobe introduced a software framework, code-named Strobe, that will help establish an open industry standard for media players and accelerate the creation and delivery of high-quality video and interactive experiences for Web audiences. Adobe made its announcements on April 20.

The framework will enable developers using Flash technologies to quickly and easily add rich functionality—such as advertising, user measurement and tracking, and social network integration—into new custom players that can be branded for individual content owners, Adobe officials said.

“With Strobe, we’re delivering an open framework that enables media companies to focus on their core competency, creating great content that people want to see, instead of developing their own video players from scratch,” said Jim Guerard, vice president and general manager of Dynamic Media at Adobe, in a statement. “Adobe is committed to driving Web innovation and now with Strobe, we are helping to create an open framework for media players, enabling developers and media companies to focus on developing, delivering, and monetizing content so they can extend their online media efforts.”

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