SAN FRANCISCO, CA –  With smart phone sales outpacing PC sales, mobile devices represent "the future of media" and video producers will soon begin to produce videos for the small screen first,

in a "total reversal" of platform-specific programming, says Kevin Lynch, Chief Technology Officer of Adobe Systems.

We caught up with him earlier this month at the NewTeeVee Live conference in San Francisco.

In this wide-ranging interview, he makes his comments about the change to the "small form factor first" in a discussion about smart phones beginning at 2:20.

Andy Plesser, Executive Producer