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
Xaxis’ Lesser Followed The Paternal Path To Change Advertising

Why did you get in to advertising? For Brian Lesser, it was because his dad showed him the ropes. Now Lesser runs WPP-owned Xaxis, one of the technology companies helping make advertising more targeted and more relevant. “When I was a kid, my father ran advertising agencies … I always liked the ...

519025316_c_648_367
From Mississippi Teenage DJ to Media Mogul, the Amazing Journey of Bob Pittman

Now the chairman and CEO of iHeartMedia, Inc., Bob Pittman got his start in the media business as a 15-year-old disc jockey in Mississippi, where he grew up. Motivated to earn money so he could take airplane flying lessons, he first applied to the local men’s clothing store and then tried to get a job ...

image
Privacy Concerns Slowing Ad Targeting In Europe: Furious Corp’s Swartz

Through the eyes of a US marketing exec, Europeans are, notoriously, relatively more concerned about how ad targeting might impinge on their personal data. A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in ...

image
Research: Digital Video Growing On Live, Long-Form Demand

The old adage used to be that digital video had to be short, that viewers wouldn’t sit and watch it in long sessions. That may have been true on the desktop – but video ad tech company FreeWheel’s latest quarterly market report shows new devices are now driving online video ever more ...

image
Advertisers Lagging Consumers On Mobile: IPG’s Johnson

The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate? “It’s sometimes an afterthought,” IPG Mediabrands global ...

image
IPG Chairman Emeritus David Bell: “An Igniter of People’s Talents”

Interpublic Group’s chairman emeritus David Bell grew up expecting to become a litigator, but when he decided at the last minute not to go to law school and turned his sights to advertising, he got lucky with admission to Leo Burnett’s training program. “I was the only one of 19 that didn’t have an ...

Irwin Gotlieb
The Thrill of the Media Biz Past, Present and Future: an Interview with Irwin Gotlieb

In Irwin Gotlieb’s view, what should make the ad industry exciting to young people is the variety of skills they’ll get to learn and clients they’ll get to serve. “If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in ...

image
Creative Directors Are Warming Up to Data: Annalect’s Matts

Some creatives have continued to view data as an intrusion that undermines their work by valuing algorithms over instincts, but that may be starting to change. One development that creatives are excited about is the availability of programmatic technology that allows them to show hundreds of different ...

image
AdTech’s Torrid M&A Pace Powered by New Buyers, LUMA’s Kawaja

Through January to October 2014, the total value of ad tech deals totalled $3.8 billion, according to a report from investment bank Coady Diemar Partners at the time. And things are about to get bigger. Terence Kawaja, founder and CEO of media M&A advisory LUMA Partners, says his firm is advising on ...

image
AppNexus Replays Video Ambitions, Starting This Summer

It’s four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan. AppNexus CEO Brian O’Kelley, in this video interview with Beet.TV, says: ...

image
TV-Synced Digital Ads Next Best To Addressable TV: IPG’s Stoller

We may not yet have reached the point at which so-called “addressable TV”, the ability to target individual connected televisions with unique advertising, is mass-market – but we have reached a close second, thanks to a combination of dumb TVs and smart devices. “Everyone would like ...

image
Addressable Screens Will Deliver High ROI: IPG Mediabrands’ Tajer

The scope and scale of the addressable TV market is bound to grow over the coming years, but that’s not all. Addressable screens are also likely to come onto the scene as TV operators stitch more devices into their content ecosystems, according to Henry Tajer, who became CEO of IPG Mediabrands in May. ...

loader