 We're talking about, John, some of the innovations we're seeing at the event. This is, of course, day one. We haven't had a chance yet to walk the floor other than our way in, but there's a lot of exciting buzz around. Yeah. Well, I walked the floor last night when no one was here because we were here late setting up, and I had a good chance to preview all the booths, and literally it's all about the applications powering content, and content is king, cash is king, content equals cash. It's creating a lot of business model disruption here at NAB, and I think ultimately what's happening is we have this developer market that's emerging that's not just for the large studios, Dave, but really for every professional producer. You don't have to be super PhD in graphics and editing to do all the great stuff. And Adobe, you guys have been part of that, Dave, so talk about CS6.0 you're talking about here at NAB. Apps always take advantage of the new Moore's Law features, Zillion cores, Solid State memory, ECC memory, powerful workstations. What's your announcement? Well, at NAB this year we think we've got the biggest release in ten years of our suite of software. So Premiere Pro has been dramatically, the UI has been dramatically changed by user feedback, so we're very happy to show that After Effects has had some unbelievable advancements. Again, a lot of people are looking at After Effects and thinking it's probably the biggest advancement in ten years. So our booth is packed with people that want to see what's new. A lot of energy around Premiere Pro and After Effects now. What has the, I see Adobe has been a big staple in this market, audio and video across the board, but what is the big feedback? You said you listened to your customers and made some game changing, or ground changing announcements in the past ten years for this announcement. What's the key things you've heard from them? Well, some of the new features in the product, again, are really user feedback, so the team that I run is in front of customers talking, you know, what is it that we can do to improve the software. We take that back to our engineers, our engineers talk to Intel, and some of the features they came up with that really just play out beautiful. We have a new feature called Never Stop Play, which is our third generation 64-bit sort of environment with Premiere Pro, where you can actually be editing in Premiere Pro, watching your full screen output, jump over to Photoshop or jump into After Effects while the playback never stops. Look for files, do things that you need, because remember, you might have a client previewing that output and they just want to sit and watch what you're doing, you might need to go hunt up another file while they're doing that on another monitor, but again, the same system. So that's one. Another thing that allows us to do, that's a beautiful tie-in to Intel and our partnership that we've had for years, in this new 64-bit environment, we've got this opportunity to drag and drop effects live while that's playing. So the client might be sitting there watching what you're doing, maybe you've got a Blackmagic or AJA or Matrox card putting on the output, it's, you know, a lot of bandwidth there. We can now change effects parameters in real time, so the customer can ask you, well, can you warm that up a bit, cool it down a bit, and the playback never stops. So for the first time, we've enabled those cards to follow that mercury pipeline all the way through, and that's there because of the power and the partnership with Intel. Well, obviously, Intel's always been a leader in performance, and, you know, I was saying earlier, I was going back to Sundance and all these other, all the geeks doing graphics, no Intel's there. What did you guys do in particular? Can you be specific on how you re-architected CS4 to Xeon? So can you talk about that? Yeah, I mean, I think when you're giving us the opportunity to have, you know, dual socket currently, and say a box like the HP820, which I've been using for a while, which is outstanding, I've got 32 threads that I can now deal with. So as I'm changing those effects parameters, you know, I've got a lot more bandwidth to start stacking on even more effects. So you've just given us wider hallways and taller ceilings to do a lot more effects at the same time. It's been incredible. So you're not disrupting the workflow, you're using the existing workflow, you're just making it incredibly more productive. Absolutely. Allowing me to do many, many more things in real time and actually see the effects of the changes with a client, for example. Yeah, I agree 100%. One of the things that's interesting from a client standpoint is we never fail in each release to sort of make everything work at the same speed, but let you do so much more. So if you went back to old workflows, everything would just be like an amazingly, blazingly fast speeds, but customers need to do more. We've got to go to 4K, we've got to go to 5K, need real-time color correction on top of that. So while we come out with these amazing releases, Intel keeps coming out with these more and more threads, the customers, if they would sort of stick in the same workflows that they have now, they would just have incredible amounts of power. The problem is they're not sitting still. So they're counting on Intel and Adobe to go up that chain as resolutions get bigger and demands get bigger on content creation. It's kind of an interesting thing to see because you would think we would be doing 5K now. Right, but a real challenge for many software companies is to just not throw features and function at it that aren't utilized. How do you guys manage that? And it's because it sounds like the things that you're talking about are going to get absorbed, they're going to get adopted as opposed to having bloatware that 90% I don't even touch as a user. We already touched on it, it's customer feedback. So we don't want to put features in there that are sort of sexy looking, but don't play into their workflow. We cannot make their day faster because time is money and we always tell people, especially with these new processors, these new Xeon processors are incredible. It's like if render times are an issue, it's a slam dunk with our new Adobe Media Encoder for CS6 that you just watch all those 32 threads hit and they can look at it and say, you know what, my current machine, which might be a dual six core or maybe a quad core, isn't giving me that kind of time on the output. So it's not something, there's no smoke and mirrors. It's time and money. It's all about the productivity. Here at SiliconANGLE TV, we have theCUBE and we've been doing this for almost a year and a half and have amazing millions of people watch theCUBE. You mentioned bigger hallways to play with. Creativity around the media hackers. We call ourselves media hackers because we're always trying to hack and do new things to engage the new user experience that people are demanding, mobile, social, et cetera. So that being said, I'm sure you agree with that, that there's new experiences that need to be created. So what are you hearing from your users on the preview around the product? And can you point to any specific examples of like, wow, that's new stuff we've seen from the product? Well, so some of the features that are sort of standing out on the product, we have a brand new hover scrubbing which allows us to move massive amounts of data and thumbnails. So if I happen to have, you know, back on my server or I'm back on my local hard drive and I just wanna start previewing information, when I hover scrub or just move over those files, not even clicking your mouse, that's hitting those Intel processors. When I have to decode 5K red files and you show them hover scrubbing just directly over that, they're like, that's 5K? Yeah, let me show you a little deeper so you can dive into it. They start looking at that and will bring up, you know, the process manager and start showing them or the activity monitor on their Mac and show them how many threads they're hitting and they're just amazed that we're nailing all of those threads. So that's one thing. Another thing is we spend a lot of time on dynamic trimming. One of the things say that's been missing from a competitor's product that we've kind of been thrown in this environment for, you know, from a customer like Apple, you know, they were sort of, you know, missing a little bit of the trimming features that the customer's coming to us that, you know, we really like what this other company does with trimming. What can you guys tell us? So we call it dynamic trimming and it is drop dead gorgeous. It's very fast, completely keyboard driven. You can almost cut your mouse cord and toss your mouse and go for the keyboard which is really what the high end user wants. So we're showing them keyboard driven effects controls where you can actually go in, start putting in parameters. You can adjust frames with your keyboard. Again, it's just something that Premier has usually in the past been very mouse driven. This release is all about customer feature set and they wanted the keyboard. And that's about precision. Absolutely. Yeah, that makes sense. So if your customers aren't standing still, Adobe isn't standing still. So what are you guys gonna do next? I mean, honestly, you're gonna promote the heck out of CS and get into the market and tweak and do all the normal products, stuff that you do. But like, what's next for you guys? Where's the moon show? What's the next vision? Well, I mean, it's interesting for us because we really do look at partners like Intel and we look at partners say like HP with this new Z1 which is this workstation where you can put a, you know, it's a lot of high power, a lot of juice in there, whether it's on CPU or GPU or memory, whatever it is. So we're looking at technology to figure out how can we sort of carry this forward? Like what can we look at next in the future for the CS products? What is technology? How can we make sure we've timed it out? And I'll tell you, Thunderbolt for me is one of the most exciting things to happen in a long time. We're in lockstep with Intel on Thunderbolt. I do a lot of Thunderbolt blogs myself. So I'm out there really talking Thunderbolt and what it means for the workflow. You've got customers that are, you know, really wanting these little tiny Thunderbolt drives that they can, this thing moves, you know, 500 a second or 700 on the read. It's pretty amazing how tiny that thing is. There's a lighting bolt on it? Yeah, there it is. Yeah, that's thunderbolt. That's the new pocket drive by Promise. We go to Ben saying, you know, send the disk of the USB together. Yeah, so this is amazingly fast. So we go back to looking at technology. What do customers want? They want faster backups. At the end of the day, they want to be in Premiere. They've done their edit, move it over to here because I wanted to get this thing off my computer and in my safe. So Thunderbolt that Intel's working on, this new 30 meter cable, are you kidding me? You know how exciting that is for a studio like this? I could be having Thunderbolt, you know, almost 100 feet away and have all that technology. So for us, we're looking at that technology, making sure that we are what people think of from an NLE when they think of Thunderbolt. David Helmle, Thunderbolt is part of it. Innovations in the creative minds out there, building the next products for the next user experience. Just thanks for coming inside theCUBE. Thanks for having me. Thanks for having me. I'm a CUBE fan. Great to have you. Here at theCUBE alumni, officially now. Join the ranks of over 500 CUBE alums from CEOs to entrepreneurs. We'll be right back with silkenangle.tv theCUBE right after this short break with our next guest.