Mumbai: Zee Entertainment Enterprises Ltd (ZEEL) and Adobe Systems have formed an alliance to deliver digital media content to customers in India and beyond.

Under the terms of the agreement, ZEEL and Adobe will collaborate to develop solutions leveraging technologies, products and services from both companies. The initial focus of the alliance will be to deliver ZEEL streaming content to connected devices using the Internet, mobile platforms and consumer electronic devices. The joint efforts are expected to produce an application deployed on Adobe AIR, a cross-operating system application runtime that combines the benefits of Web applications with the strengths of desktop applications.

ZEEL is also pursuing the development of a live video solution based on Adobe Flash Media Server technology. In an attempt to achieve its goal to make the content available worldwide, ZEEL will be working towards deploying the content on Adobe Media Player, allowing consumers to view content outside the browser. The first roll-out of the joint initiative is the myPOPKORN Player launched by Zee Group’s Digital Initiative, Digital Media Convergence Limited (DMCL) (see separate press release).

"We are looking forward to the alliance with Adobe Systems, which will not only support us with Adobe’s world-class technologies, but will also help us achieve our goal of delivering our rich content to worldwide audiences," said ZEEL director Amit Goenka.

Adobe AIR lets developers use familiar tools such as Adobe Dreamweaver CS4, Adobe Flex Builder 3, Adobe Flash CS4 Professional software, or any text editor to build applications that run on Adobe AIR. Applications deployed on Adobe AIR have the advantages of browser-based rich Internet applications (RIAs), such as speed of development, ease of use, and access from virtually anywhere, as well as the local access and persistence of traditional desktop applications.

"We are pleased to partner with ZEEL to provide customers in India and beyond with easy access to digital media-based content. Working closely with partners like ZEEL to deliver rich content that engages people anywhere at any time is a key part of our commitment to reduce the barrier for content owners who want to deliver streaming video or real-time communications online," said Adobe India managing director Naresh Gupta.