Adobe is showcasing advances in next-generation video and rich media solutions at the IBC 2010 tradeshow, at the RAI Amsterdam, Netherlands.

The company is promising to improve the creation, delivery and monetisation of content for broadcasters, media companies and the enterprise.

At IBC, Adobe is announcing the Adobe Flash Media Server 4 family, for streaming video and real-time communication.

Adobe is unveiling three new versions of Flash Media Server 4: Flash Media Streaming Server 4, Flash Media Interactive Server 4 and Flash Media Enterprise Server.

Meanwhile, Adobe has announced the BBC is now implementing an additional 2,000 seats of Adobe Premiere Pro CS5 software as the primary tool for desktop non-linear editing.

Adobe software is the non-linear editor solution of choice for the BBC’s Creative Desktop Initiative, through which the corporation is reportedly improving efficiency, creating a digital, tapeless environment and reducing costs.

"The BBC is recognised around the world as a producer of high-quality programming and news that can be trusted," said Jim Guerard, vice president and general manager of Dynamic Media at Adobe. “By moving to Adobe Premiere Pro CS5 software, the BBC will be able to boost efficiency by working with software that is integrated with their core systems, and supports rich metadata for content repurposing that can result in new revenue streams.”

IBC 2010

Adobe recently announced Adobe Premiere Pro CS5 version 5.0.2 software, an update that offers better native tapeless workflows and improves support for GPU-acceleration through the Mercury Playback Engine.

The update also provides improved colour grading and improved audio support and RED Workflow improvements, including RED Rocket support,  Sony XDCAM-HD export support, and enhanced native JVC QuickTime and DPX format support.

To streamline video reviews, Adobe CS Review is a new online service that enables teams to collaborate more efficiently by providing frame-accurate comments on video projects over the web, now integrates with Adobe Premiere Pro CS5.

Adobe adds, new direct access from within Adobe Premiere Pro CS5 enhances the efficiency and convenience of using Adobe CS Live online services, which will be free for a limited time.

"Adobe’s new technologies and simplified workflows are relied on by some of the biggest names in broadcasting and media. And we're working closely with these companies to ensure they can build long term, profitable businesses around their unique content," Jim Guerard added.

IBC is billed as the leading international forum for the electronic media industry, hightlighting the content creation management delivery experience. Each year, over 1,300 companies from around the world exhibit at IBC, attracting 45,000 plus visitors.