As cable and OTT services like Netflix and Amazon Prime offer more premium content across platforms, digital rights management (DRM) is looking to be more important than ever. To beef up the DRM capability for Adobe Prime, the TV delivery and monetization platform for many major programmers and pay-TV service providers, Adobe is making the Primetime DRM feature available across apps on connected devices, including set-top boxes and major web browsers. “As the only non-browser vendor that offers a cross-platform DRM solution, Adobe enables content owners to protect their premium video content regardless of what browser or operating system viewers are using,” the company said. The upgrade supports emerging HTML5 standards and includes HTML5’s Encrypted Media Extensions and Media Source Extensions on browsers like Mozilla ’s Firefox. In addition, the company became the 1st vendor to work with Intel, Broadcom and AMD to enable hardware-based DRM that protects the so called “super” premium HD and even 4K content across tablets, smartphones and desktops. “As resolution of content increases, the concern of protecting that content increases,” Ashley Still, senior director, product management of Primetime at Adobe, said in an interview. She said hardware based DRM seeks to offer a maximum level of security for content across platforms. The specifics of DRM features are also tied to content windows and the nature of content. For example, newly released movies have higher DRM requirements than regular TV shows, and movies tend to have higher DRM requirements than live sports content, Still said. In addition, Adobe Primetime DRM is a core component of the pay-TV industry’s Reference Design Kit (RDK), a pre-integrated software bundle that provides a framework for powering set-top boxes, gateways and other devices and enables pay-TV service providers to standardize the deployment of content protection. Since Comcast has already integrated Adobe Primetime with its RDK Media Framework and actively uses Adobe services for full-featured TV features, the latest DRM upgrade is expected to be integrated with Comcast’s X1 platform. In addition to Comcast, Adobe’s content protection platform counts ops and programmers like HBO, Hulu, Time Warner, Turner, Yahoo and Netflix as customers.