Adobe announced a new software framework for building media players that extends the capabilities of the Adobe Flash Platform at the NAB 2009 dubbed Adobe Strobe.
The Adobe Strobe framework aims to establish an open industry standard for media players and offer production-ready software components to streamline the development of custom media players, reducing the time content publishers spend creating their own playback technologies. Adobe Strobe will enable developers using Flash technologies to quickly and easily add rich functionality—such as advertising, user measurement and tracking, and social network integration—into new custom players that can be branded for individual content owners.

The new Strobe framework builds on the vision of the Open Screen Project, a broad industry initiative to deliver a consistent runtime environment across desktops, televisions, mobile phones, and consumer electronics.
Strobe is expected to be available, at no charge, in the second half of 2009.
Via the Adobe Strobe site.