Microsoft Unveils New Browser-Based Video Platform at NAB in Las Vegas — Major League Baseball, Netflix and Brightcove will use Silverlight

By on 04/16/2007 12:01 AM @beet_tv

We’ve been reporting on developments with Microsoft’s new online video platform which had been called Windows Presentation Foundation Everywhere (WPF/E). Today (Monday) in Las Vegas at NAB, Microsoft is taking the wraps off the new platform which is called Microsoft Silverlight.   It’s all part of the new Microsoft Expression initiative. 

It won’t go live for another two weeks, but we have the demo on Beet.TV (below).

Like the ubiquitous Adobe Flash video ecosystem, Silverlight will provide a range of authoring and encoding tools to create rich media, notably video. Like Flash, the new video will play on the browser (IE, Safari, Firefox) with the download of a 2 MB application.

Microsoft is selling authoring tools and there are editing and encoding programs to render the files which are based on Windows Media Video (WMV).  Pinnacle and Microsoft Movie Maker work.  If you’re editing and rendering in Final Cut Pro on a Mac, like we do at Beet.TV, you will need to purchase software to encode to the VC-1 video standard. 

In a new development since we first reported this, Silverlight files can be hosted on all major servers, including Linux — not just on Windows Media servers.

Microsoft is announcing partners in this new initiative including the big CDN players Akamai and Limelight. Also onboard is Netflix, which will stream movies starting in June, Major League Baseball and Brightcove.

On Sunday, Brightcove CEO Jeremy Allaire told me about company’s plans with Microsoft on this new initiative.  The former key Macromedia executive said that his company’s commitment to Adobe and Flash is deep and strong and will expand.  But, he sees a place for Microsoft’s new platform at Brightcove. Here’s what said in an e-mail exchange:

"We also plan to introduce support for streaming VC-1, which will offer a high-quality, cross-platform and secure format for commercial media in our platform. As we do more business with major broadcasters, including CBS, Fox, MTV Networks, etc., it’s important to be able to support multiple formats and technology for content protection that is accepted by the media industry."

In advance of the show, we were very fortunate to interview Microsoft’s Forest Key who explained this initiative. Known as the "man behind Expression," Forest is also a former Macromedia executive. His overview of Silverlight is  above and a very cool demo of the platform is below. 

– Andy Plesser

, , ,

Recent Videos
image
Comcast Acquisition is Powering FreeWheel’s Global Expansion

COLOGNE – Video ad management platform FreeWheel is looking to international and ecosystem growth following its recent acquisition by cable operator Comcast. “We’re powering ad decisioning and management for 90% of broadcast community in the US,” FreeWheel’s global solutions and ...

image
Multiple Currencies will Drive Programmatic Video Growth, LiveRail’s Arnstein

COLOGNE — With Nielsen’s OCR, comScore’s vCE and others vying to be the yard stick by which buyers and sellers measure online advertising, is the industry approaching a Betamax moment, in which a single standard will win out? That doesn’t need to happen, says one digital ad exec. ...

image
Death Of TV Is Greatly Exaggerated: GroupM’s Rob Norman

COLOGNE — Some digital media transitions aren’t that pronounced and TV isn’t such a problematic medium after all, says one of the leading ad agencies’ top digital thinkers. “It’s very easy … to take a view that the fast-streaming, uninterruptable, buffer-free, ...

image
Brightcove’s New Player Fights Ad-Blockers

AMSTERDAM — Video technology vendor Brightcove last week unveiled Perform, a new service offering publishers its HTML5 video player with analytics, content protection and ad insertion built in. One other feature signifies a war on the ad blockers: “By being able to circumvent ad blockers, we ...

image
Yahoo Evolves Branded Content Approach with Tumblr

COLOGNE  – Yahoo has been involved in branded content for many years, but its strategy has evolved in recent months to become more tailored and also tumblr-centric, says Patrick Albano, VP and Head of Advertising Solutions at Yahoo EMEA, in an interview with Beet.TV. Yahoo purchased tumblr last year ...

image
Programmatic Video ‘Three Years Behind Display’: Videoplaza’s Muehle

AMSTERDAM – So-called “programmatic” techniques for controlling and targeting online ad trading are already revolutionizing sales of static display ads; but video is later to the ad-tech party. Display has been like this for a while. Video is two to three years behind,” London- and ...

518417638_1_648_367
HTML5 Video Caters To Savvy Scandinavians: Smartcom:TV’s Larssen

AMSTERDAM — Scandinavian consumers are ahead of the curve when it comes to technology adoption – and that means the video industry must cater for what is one of the world’s first mobile-viewing markets, says one exec from the sector. “We are early movers in the technical industry; our ...

518417263_1_648_367
Opera Sees HTML5 As Cure For Video Fragmentation

AMSTERDAM — Everyone knows how splintered the online video industry is. Opera Software, a veteran web browser maker, reckons TV can learn a thing or two from web standards. “The big problem in the TV market is, everything is fragmented,” Opera Software product management VP Frode Hernes ...

image
Data-Driven Advertising & Targeting Spur Online Video Spending, Forrester’s Joyce

COLOGNE, Germany — Data and addressability are two trends that are driving increased spending in online video, but also are posing challenges for the business, says Richard Joyce, Senior Analyst with Forrester Research, in an interview with Ashley J. Swartz, Founder and CEO of Furious Minds for ...

image
Premium And Long-Tail Video Are Blending: Brightcove’s Jain

AMSTERDAM — The highs and lows of video content production are colliding as amateur and pro-am producers start making output that looks increasingly good to broadcast execs. “One really interesting thing is the democratization of content,” Brightcove media SVP and GM Anil Jain tells ...

image
Programmatic Display Is Dress Rehearsal For Video: Trade Desk’s Green

COLOGNE — Static display banners may have been the first ad format to undergo the “programmatic” ad-trading revolution – but the spending there will be dwarfed by video’s adoption of the techniques, says one exec working in the field. “Display is essentially the dress ...

518414754_2_648_367
Video Ad Platform Videology Aims for Universal Mobile ID

COLOGNE, Germany —  The cookie-less nature of the mobile market is challenging for marketers, but video tech vendors are working closely with partners to overcome those inherent hurdles, said Jana Eisenstein, SVP Global Accounts at video ad platform Videology, in an interview with Ashley J. Swartz, ...

loader