Following on the release of its Adobe Media Player and Adobe TV offerings, Adobe Systems is rolling out a series of moves to drive the creation, delivery and playback of dynamic content at the National Association of Broadcasters 2008 show in Las Vegas April 14.

Adobe is announcing that it is leading an effort to begin defining an industry-wide open file format for digital cinema files, which will be called CinemaDNG. The CinemaDNG format is based on DNG, Adobe's Digital Negative file format for digital photography. "The DNG format is used in the photographic world today; it enables you to get as close as you can to a digital negative," said Simon Hayhurst, senior product manager for dynamic media at Adobe.

Hayhurst said Adobe plans to leverage DNG as a foundation and work with a broad coalition of camera manufacturers, including Panavision, Silicon Imaging, Dalsa, Weisscam, and ARRI, and software vendors, including Iridas and The Foundry, and codec provider CineForm, to define the requirements for CinemaDNG.

"We knew we needed to work with the industry on this and we decided that NAB would be a good place to kick this off," Hayhurst said.