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Adobe to Showcase VR Advancements for Creative Cloud at IBC 2016

The annual IBC conference takes place this week and Adobe has announced it’ll be showcasing its latest advancements for its Creative Cloud and Marketing Cloud. Alongside improvements for 3D, motion graphics and character animation Adobe will be expanding its virtual reality (VR) feature list.

Adobe will be unveiling additional information for its next release of Premiere Pro CC, this includes auto-aware VR that detects and applies the correct setting to stereoscopic and monoscopic media. While Adobe Primetime will allow media companies to unlock the potential of VR by building sustainable businesses and delivering premium viewing experiences through video playback support, dynamic ad insertion and content protection via Adobe’s Virtual Reality Digital Rights Management (VRDRM).

“Adobe is helping video creators of all kinds – from broadcasters and big movie studios to YouTubers and brands – create their best work,” said Bill Roberts, senior director of product management at Adobe. “As these stories take shape, ideas need to seamlessly move between tools, technologies and teams. Adobe’s multiscreen solution helps media companies connect with their audiences in a personalized way by delivering compelling experiences and adopting immersive capabilities such as 3D, VR and AR.”

The company has also been working with Goldsmiths, University of London regarding VR user interaction and technology. Adobe held a conference in July in which Dr Chris Brauer, Director of Innovation at Goldsmiths University London said: “Augmented reality, virtual reality, artificial intelligence, wearable technology – in many ways these technologies offer a pathway to these more meaningful experiences, and this was really interesting for us to encounter.”

The IBC 2016 conference is due to feature other VR and 360-degree tech, with SES S.A. and Fraunhofer Heinrich Hertz Institute (HHI) demonstrating the transmitting of immersive content via satellite.

As further VR news from IBC 2016 is announced, VRFocus will report back accordingly.