Akamai launches community initiative to promote standards around video player development

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Bangalore, Sept 26 (ANI/Business Wire India): Akamai Technologies, Inc., the leader in powering rich media, dynamic transactions and enterprise applications online, today announced the launch of Openvideoplayer.com, a community site and industry initiative intended to facilitate the development and sharing of open standards and best practices for video player applications that support a wide range of advertising technologies.

Leading advertising technology companies, ad servers, video solution providers and platform companies have joined to provide industry best practices for online video player development.

Inaugural partners include: 24/7 Real Media, Adobe Corporation, BlackArrow, Clickability, EyeWonder, KickApps, Microsoft Corporation, OpenX, Panache, ScanScout and smartclip.

As online video syndication and distribution matures, there are some fundamental technology barriers to growth.

One of the most important development considerations is the video player application, an increasingly strategic element as it impacts the way consumers experience video content and the media brand, and enables a business model for the video content by controlling how and when ads are delivered.

Specifically, the lack of a standards-based approach to the video player application slows time to market and increases complexities around content syndication and revenue sharing between sites.

"For a number of years, Akamai has had the unique opportunity to work closely with the top Global Media and Entertainment companies, including key Indian brands, as they move their entertainment strategies online. As a result, there's a considerable knowledge base around delivering high quality consumer video experiences - including best practices around video player application development. We are making available a long history of industry best practices to the larger community in India to help content owners solve the complexities of making money online," said Sanjay Singh, Managing Director at Akamai India.

"Utilizing an open source licensing model, branded players is easy to incorporate into commercial applications without locking content owners into something that is propriety or result in complex licensing requirements," added Sanjay.

"As widespread syndication has become an increasingly important part of content providers' business models, the ecosystem must evolve to allow video content to flow more readily and to be monetized more effectively," said Will Richmond, a broadband analyst at VideoNuze.com.

"A modular approach to building players will help to expand the universe of online video significantly," added Will.

"Adobe Flash has been used by the industry in the creation and distribution of rich media, such as video and advertising, since its inception," said Jennifer Taylor, director of product management for Flash Creation and Distribution at Adobe.

"With the significant increase in online video and related advertising, there is now a critical need for standards to ease the adoption and deployment of these solutions. This initiative will help provide community-driven best practices around video player development to the global developer community for Adobe Flash technology, making it easier to deliver and monetize video content," added Jennifer.

"Microsoft is excited by the community efforts of the Open Video Player initiative that supports the latest Silverlight 2 technology," said Scott Guthrie, corporate vice president of the Developer Division Microsoft.

"Having an enhanced, Silverlight-based media framework allows the millions of .NET developers to streamline the complexities around video distribution and create more opportunity for everyone," added Scott.

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