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Adobe will discontinue content syndication through its Adobe Media Player (AMP) in June, the company told us at the NAB Show in Las Vegas this week. The move comes alongside Adobe’s freshly announced push for an industry-standard open media player framework called Strobe. AMP’s content licensing […]

Adobe will discontinue content syndication through its Adobe Media Player (AMP) in June, the company told us at the NAB Show in Las Vegas this week. The move comes alongside Adobe’s freshly announced push for an industry-standard open media player framework called Strobe. AMP’s content licensing and audience building tasks were out of character for Adobe, and ultimately the company decided the player was not a strategic priority.

adobemediaplayerAMP, which launched just over a year ago, offered content from MTV , CBS, Showtime, Sony and many independent creators, and enabled users to add further content from RSS feeds.

The player offered content owners the opportunity to piggyback onto Adobe’s software distribution, which obviously has enormous reach. Adobe wouldn’t disclose AMP download numbers, except to say they were not small. We’d heard anecdotally from major content publishers featured in AMP that it actually was one of their top web video distribution points. But that was last year; when we checked today CBS and Showtime content had already been taken down. Update: Adobe says the content is still up; it must have been a glitch.

AMP sans content catalog will continue to be available past June. It will only feature content from Adobe TV, the company’s instructional video library. Users can continue to load it up with content from RSS feeds.

While AMP is a desktop AIR app, and Strobe will be for the web (at least to start), former AMP product manager Ashley Still told us some of the impetus for Strobe came out of the challenges and issues Adobe faced when it built its own player, leading to the realization that most everyone building players is in a similar position.

Adobe plans to release the first production-ready version of Strobe this fall, which should enable content publishers to launch players with adaptive streaming, DVR functionality, ad orchestration and measurement — or take elements of the package to use on their own. Strobe partners include Akamai (which already has its own Open Video Player initiative), Adobe and Omniture.

See our previous coverage of AMP:

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