Second is an inconsistent user experience in which some shows are downloadable, yet many are not (e.g. First is the currently thin content selection that needs to be massively built out to be appealing and competitive. If that's AMP's opportunity, then the question is how well are they executing on it? Though it's never fair to judge a version 1.0 on its first day, my experience with AMP shows there's room for improvement. This would open up a boatload of premium ad inventory that advertisers savor. Having media stored locally in AMP would allow the offline, free use case I'm describing. But this has meant that someone who wants to watch a show offline, but isn't willing to pay for the pleasure of doing so is out of luck (one exception is NBC Direct). I've been saying for a while that an odd dichotomy has taken root in the broadband industry, particularly for network programs: users can get either free, ad-supported streamed video at lots of places (provided they're online) OR they can get paid, downloaded video (iTunes model) which allows offline viewing.

These are important because together they open up an entirely new consumer use case for broadband video: offline, free, ad-supported viewing. Second, and related, AMP' provides a download environment in which advertising can be properly inserted, measured and reported on. Before some of you jump up and say, 'Will, what about iTunes?' keep in mind that iTunes offers primarily a PAID video catalog (though to be sure there are some free video podcasts).

First, a widely used downloadable app that specializes in delivering on FREE video content. Here's why:ĪMP offers 2 things that, in my opinion, the market still needs. AMP enters a very crowded space of other media players including its own Flash player, plus Windows Media Player, RealPlayer, QuickTime, SilverLight and others.Īt a time when the broadband video industry in general and mainstream users in particular crave standardization and simplicity, can another media player, with a 'walled garden' content strategy to boot, add new value? While it's awfully tempting to say 'no,' I think there are reasons why AMP could well matter, subject to how well Adobe delivers on its vision. Yesterday brought the public release of Adobe Media Player 1.0, first announced almost a year ago.

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