Adobe Primetime (formerly "Project Primetime") has officially launched in general availability. Adobe Primetime is positioned as a full video publishing and monetization platform that includes publishing, player, DRM, advertising and analytics components for use by both content providers and pay-TV operators across multiple screens. At the NABShow this week I interviewed Ashley Still, director of product management for Adobe Primetime, who explained its key benefits (see video below).

Adobe sees an opportunity, given today's highly fragmented video ecosystem, to offer a one-stop shop for those trying to deploy multiscreen video at scale. These days it's typical to have to cobble together multiple products from multiple technology providers in order to publish and monetize video. Adobe Primetime includes technologies Adobe has acquired and developed itself.

Adobe Primetime is also announcing its first two customers today, Comcast Cable and NBC Sports both of which are using it to bring TV programming to multiple screens. Adobe has also emerged as a key player in TV Everywhere, with its Adobe Pass authentication technology which is integrated with Adobe Primetime.

In addition, Adobe is also announcing results from its 2012 Digital Index report today, highlighting significant growth in multiscreen video adoption. For example, Adobe customers delivered 15.6 billion video streams in Q4 '12, up 30% over Q4 '11. TV Everywhere authenticated video views were up 12-fold in 2012 to 222 million. One other interesting data point: a whopping 97% of children's TV programming powered by Adobe technology in mobile apps were delivered via iOS devices.