Adap.tv

Because the [itvt] editorial team has been busy this week working on the TV of Tomorrow Show 2011, we are covering recent news in round-up/summary form. We anticipate that it will take us a few days to catch up with all the news we plan to cover: so if your company has sent us a press release or briefed us on an announcement, and you don't yet see your news covered in this issue, please bear with us. Our regular daily news coverage will return shortly.

Adobe announced Wednesday that over 20 companies are "embracing" its recently announced open framework for building media players (note: for more on the new framework, see the article posted on itvt.com April 21st). The company bills the framework, code-named "Strobe," as helping establish an open industry standard for media players and as offering production-ready software components to streamline the development of custom media players, thus reducing the time content publishers spend creating their own playback technologies.

Mogulus, a New York-based company which offers a platform that enables amateurs and professionals to produce live and on-demand TV on the Internet (note: the company, which offers "Free" and "Pro" versions of its platform, bills it as offering, among other things, the ability to mix multiple live cameras, imported video clips and overlay graphics, and as allowing producers to broadcast live from a mobile phone, use a customizable Flash player with integrated chat, and develop a branded channel page on Mogulus.com that incorporates interactive chat), will announce today that it is expanding monetization options for customers of its "Pro" platform by adding a plug-in from advertising integrator, Adap.tv.