Adobe buys video software company Serious Magic Inc
Adobe buys Serious Magic; plans to use its video editing tools for video podcasting and
blogging.
Adobe Systems Inc is on an acquisition spree. Earlier this month Adobe gobbled up some vector graphics technologies from Actimagine that it will incorporate into Adobe Flash Lite, which is for mobile phones. And now Adobe has got video software company Serious Magic Inc. in a bid to capitalize on the increased prevalence of video on the Web. The financial details of the acquisition were not reveled.
Adobe is seriously trying to carve a niche into the blogging and video podcasting software market. Serious Magic is into video editing tools aimed at home and business users. The Serious Magic products line is impressive and growing which includes VlogIt and Visual Communicator, which are popular among video bloggers for creating vidcasts and even corporate presentations. Serious also has other products like Ovation, for customizing PowerPoint presentations and DV Rack for recording video directly from a camcorder to a hard drive. Besides this Adobe can also lay its hands on the popular Chroma Key technology of Serious Magic. It replaces the green screen with any custom background video scene even though the greenscreen is not properly lighted. Reports suggest that Adobe will continue to sell the Serious Magic products. They would also want to combine Serious Magic's technologies in future Adobe products.
Based in Folsom, California, Serious Magic is a privately held company. The company primarily targets creative professionals, business, consumer and education markets. The software is used in creating video for blogs for general business users and casual bloggers. CEO and Chief Magician at Serious Magic Mark Randell said that "Adobe video products and Flash Video are creating new ways to integrate the moving image into almost every imaginable communication project". He further added that the company is proud at the cutting-edge technology created at Serious Magic and believes that with Adobe on their side they will be able to have a lasting impact on video communications with their award-winning technologies.
What does this mean to me?
Power and more of it in terms of video blogging, editing videos and all sorts of dynamic media whether you're delivering content for the broadcast market, over the web or on mobile devices. Adobe's video software includes the Premiere Elements editing suite and Flash Video, which empowers you to deliver video a YouTube and MySpace. This also means that we would soon get to see more innovations in the video podcasting market from Adobe. Video blogging could be the "next big thing" after text blogging. And Adobe is all geared up to be the market leader.
|
