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Adobe Media Player Drives Fusion of TV and the Internet

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Video Management, Ad-serving Providers, and Peer-to-Peer Content Networks Demonstrate Solutions

IBC 2007, AMSTERDAM — Sept. 6, 2007 — Adobe Systems Incorporated (Nasdaq:ADBE) today announced significant adoption of Adobe® Media Player by key organizations involved in the creation, management and delivery of online and offline content for the entertainment industry. Since announcing Adobe® Media Player in April 2007, Adobe has been working closely with partners who will support and offer solutions based on the new player, that will help enable new ways to brand, distribute, monetize, protect and measure media. Built using the Emmy® Award winning Flash® software architecture, Adobe Media Player redefines the TV viewing experience, giving viewers control over viewed content and the ability to enjoy their favorite shows both online and offline.

“Publishers and solution providers are supporting Adobe Media Player because it is the cornerstone of building profitable, sustainable TV programming in the Internet age, ensuring the delivery of exciting content along with an understanding of the diverse viewing habits and advertising challenges of increasingly fragmented audiences,” said Jim Guerard, vice president for Dynamic Media at Adobe. “With innovative partners on board we believe content owners will continue to embrace Adobe Media Player as they look to globally distribute and stream protected media, both online and offline.”

Through an evolving partner ecosystem Adobe Media Player is enabling the growth of next-generation distributed networks that improve the performance of video downloads from users’ favorite sites and reduce the cost of delivering high-quality video. Video and media-management systems providers Blip.tv, Brightcove, Maven Networks, Motionbox and Reality Digital have integrated support for Adobe Media Player branding, advertising, measurement and content protection capabilities into their solutions. Companies serving Internet video ads, including PointRoll, EyeWonder, Podbridge and YuMe are also delivering solutions for Adobe Media Player to help publishers monetize their content. VeriSign Kontiki and CacheLogic Velocix V2 are leveraging the functionality of Adobe Media Player in their peer-to-peer content solutions to help publishers reduce the cost of delivering high-quality video. Worldwide audiences will also enjoy the benefits of watching high definition video content by leveraging the premium delivery platform from Akamai Technologies.

“Integrating Akamai’s client-side delivery technology into Adobe Media Player allows us to offer a solution with even more intelligence and flexibility for the distribution of rich video,” said Mike Afergan, chief technology officer at Akamai. “Our approach to client-side technology is unique in that it is an integrated part of our delivery platform, providing our customers with an unrivaled ability to stream or download content into the Adobe Media Player, while implementing business policies and quality-of-service controls around the distribution. Coupling this with the innovative nature of Adobe Media Player provides our customers with a very exciting platform to drive further growth of their online businesses.”

“The combination of TV and the Internet has so much to offer professional content publishers as well as consumers,” said Hilmi Ozguc, CEO at Maven Networks, a leading Internet TV platform provider helping media companies launch and capitalize on Internet video programming. “Adobe Media Player supports our vision by providing a sophisticated content delivery channel through which our customers can effectively monetize and measure media-capabilities supported by the Maven Internet TV Platform. Working with Adobe, we are making it faster and easier to launch, manage and syndicate Internet TV channels to meet the needs of content providers and reach an ever-growing audience.”

About Adobe Systems Incorporated

Adobe revolutionizes how the world engages with ideas and information - anytime, anywhere and through any medium. For more information, visit www.adobe.com .

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© 2007 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, Adobe Media Player, and Flash are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

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Contacts

Sandra Nakama
Adobe Systems Incorporated
415-532-0583
snamaka@adobe.com

Susan Puccinelli
A&R Edelman
650-762-2926
spuccinelli@ar-edelman.com