Adobe Media Orchestrator: Video Asset Management?

One of my colleagues at Adobe MAX in San Francisco sent me a text message last night.  He was at the sneaks session and indicated that there was a preview of an Adobe product called Media Orchestrator.  This AIR application, in conjunction with existing products like Premiere and LiveCycle, will facilitate video production workflow, from production to review, feedback and rights application.

Considering that we have been spending most of our time lately at work trying to write a custom video asset management solution using Adobe products, this announcement is really bittersweet.  It's fantastic that Adobe is (or considering) releasing this as a product, however, it most likely won't be available any time soon and we need it right now.

More information and pictures on Serge Jespers and Andrew Shorten's blogs where they were live blogging the sneaks event.

can it be?