THE BLOG

(VIDEO) Adobe Turns Sony's Crackle In To A Rolling Channel: Balchandani

04/22/2015 02:37 pm ET | Updated Jun 22, 2015

LAS VEGAS -- Sony's Crackle online video-on-demand service is adding rolling, back-to-back video playback for what it's calling "Always On" consumption.

In this video interview with Beet.TV, Adobe Primetime director Lalit Balchandani says Adobe Primetime will be used to power playback, ad insertion and digital rights management: "It is coming out on Roku first and other platforms later."

In what appears to be a bid to gather a mainstream TV-like following, the new player will open playing scheduled video. Viewers can watch along or pick their own video.

Crackle will use Adobe Audience Manager to segment viewers and target ads, Balchandani says.

We interviewed Balchandani at the NAB Show. Beet.TV's coverage of the show was sponsored by Akamai.  Please find more coverage from Las Vegas here.

You can find this post on Beet.TV.