Adobe is showcasing a series of new technologies and initiatives for dynamic media content creation, delivery, and playback at the 2008 NAB Show, beginning today.

The company commenced an attempt to begin defining an industry wide open file format for digital cinema files, which is planned to be called CinemaDNG and also introduced native support for the Sony XDCAM EX camera format in Adobe Premiere®Pro CS3.

Adobe plans to work with a broad coalition of leading camera manufacturers, including Panavision, Silicon Imaging, Dalsa, Weisscam, and ARRI, along with software vendors, including Iridas and The Foundry, and codec provider CineForm, to define the requirements for an open, publicly documented file format that it plans to call CinemaDNG.

The company is also offering Adobe Flash Media Encoder 2.5 software as a free download. The company is also demonstrating its Adobe Media Player software at the show.

“Adobe is committed to driving innovation across dynamic media content, delivery, and playback,” said Jim Guerard, vice president of dynamic media at Adobe. “Our customers are building businesses in a rapidly changing media and advertising landscape. Thanks to our partner ecosystems - from CDNs to plug-in vendors - Adobe technologies provide a virtually complete and integrated solution that allows our customers to create content once, then seamlessly distribute and monetize that content across the widest possible array of playback environments.”

Adobe Flash Media Encoder 2.5 software now allows users to capture and stream live content in H.264 with Adobe Flash Media Server and Adobe Flash Player.