If you’re going to NAB, check out the super session where Adobe’s John Loiacono, CNN’s Michael Koetter, and ESPN’s Damon Phillips are talking about how they are changing business practices and production pipelines to stay profitable in today’s evolving media landscape. The session is on Monday, April 12th from 11:00am – 11:30am in room S222

Because today’s viewers have more choices for consuming content, it’s forcing broadcasters, advertisers and consumers alike to rethink their investments. Consumers expect more from broadcasters than simply placing content on a website. To maintain audience loyalty, broadcasters must help consumers find relevant content when they are viewing outside of the traditional TV experience. Viewers who used to “watch” content are now active participants – interacting with the content, commenting on it, sending it on to friends who interact with it, and more.

In this session, CNN will share how they’re using file-based media for next-generation news production; how they’re connecting workflows across the field, bureaus, and production centers; and how they’re aligning on-air content with their digital platforms.

ESPN360.com will highlight their online presence, and how they’re using technology to reach the widest possible audience on multiple broadcast platforms.

These media companies–in partnership with Adobe–are pioneering new ways to:
* Save time and money producing content
* Build audiences and deepen audience engagement across ever-more-diverse viewing platforms
* Evolve current business models to maximize revenue in a multi-screen world