iWorld
Benchmark Broadcast System is Now Adobe Certified Solution Partner
Mumbai: In September 2020, Adobe introduced the Adobe Certified Service Partners for Video and Audio program. The idea was to help system integrators gain high-level knowledge and confidence needed to deliver their services in three strategic areas: support, workflow, and system design, and in software integration. Systems integrators that meet proficiency requirements in all three areas become Adobe Certified Service Partners for Video and Audio.
Ahead of the CXO Connect event, Adobe, senior manager and head of ACeSP Program, Michael Gamboeck and Benchmark COO, Eswaran MP got into a freewheeling conversation with Indiantelevision.com to discuss what this programme is all about, and how does this partnership helps in providing better services to their clients.
Edited Excerpts:
On the importance of this partnership and how it benefits one to become an Adobe certified partner
Michael Gamboeck: Adobe delivers the best experiences for creatives and the best UX to our broad user base. With a partner like Benchmark we are completing the offering to our clients. Benchmark will consult, support and integrate Adobe technology for clients.
Eswaran MP: Benchmark has been serving in the Broadcast Media industry for more than 20 years and has been successful in earning trust and confidence through the work delivered. Each customer is unique in the way they handle their process and use different sets of applications. Now, as an Adobe Certified Video Products Service Provider, Benchmark can serve the uniqueness of customers better in terms of integrating their workflow with Adobe suite of video products and related third party video applications. Benchmark sees a great potential in its handling these interactive customer requirements by creating extension panels, customising according to requirement and giving focused support to the customers, which would bring in more efficiency and ease of operation.
On the services Benchmark plans to bring to the table as ACeSP and how it will help the video customers
Michael Gamboeck: Video is still the most complex part of content creation today. Projects were complex always, but with the use of new technology, we have seen some big transformation in the video industry. First is a shift of the business models. For example, preference for VOD like Netflix. Second we do see a general transformation of technology toward standard IT. A vision mix is replaced with software and IP based solutions. The same is true for video editing, which is no longer a single editing suite. Now everyone in an organisation should be able to tell a story with the video. And last but not least, clouds. Remote workflows are the new standard. All of that are big challenges for our client, and this program aims to help our clients. Thanks to partners like Benchmark they will be able to focus on their strength and be agile when they are planning systems and solutions.
Eswaran MP: Benchmark as Adobe Certified Service Provider (ACeSP) offers enhanced workflows. Customers would enjoy full advantage of the product features and seamless integration of Adobe products with their own creative production ecosystem. Benchmark offers automated workflows by streamlining content creation processes, removing repetitive drudgery and enabling professionals to focus only on the required creative process.
On the global and India perspective:
Michael Gamboeck: Globally, we are adding more and more partners to the program. We will support them with deep technical training and help them build solutions for our clients. That is needed for India as the rest of the world.
On the certification and how it is going to enhance the overall business scope and potential
Eswaran MP: With adobe certification, Benchmark team has been trained to produce Adobe extension panels to integrate with Newsroom system, MAM, editing system, etc., integrating scripts to customise the workflow and user interface according to the requirements, automating workflows to help customers focus on creative process and provide collaborative remote project management features.
On what customers can expect out of this program
Eswaran MP: Customers can expect to improve their efficiency by focusing on their core strength and take the full advantage of the product without the need to put extensive man hours into learning each tool and tricks. Benchmark as the trained service provider will work to provide those benefits and work with customers for their workflow. This program aims to expand on the importance of an automated and collaborative environment of production and introducing service partners such as Benchmark and its capability of providing such solutions to enhance overall customer experience of the Adobe suite of video products.
iWorld
WhatsApp tests ‘WhatsApp Plus’ paid subscription tier
€2.49 plan adds customisation tools, messaging and calls remain free.
MUMBAI: Your chats may soon get a glow-up at a small monthly price. WhatsApp is testing a new paid subscription tier called ‘WhatsApp Plus’, signalling a shift towards premium personalisation features while keeping its core services free. The feature is currently being rolled out to a limited set of Android beta users, with early reports from WABetaInfo indicating a price of €2.49 per month (approximately Rs 274). Meta has confirmed the test, stating that it is designed for users who want more control over how they customise and organise their app experience.
Importantly, the subscription remains optional. Core functionalities including messaging, voice calls and community features will continue to be available free of charge, ensuring that the platform’s primary use case remains unchanged.
Instead, WhatsApp Plus focuses on aesthetic and organisational upgrades. These include exclusive sticker packs, new themes, custom app icons and personalised notification tones. On the functional side, subscribers may be able to pin up to 20 chats significantly higher than the current limit of three along with access to custom chat lists and enhanced categorisation tools.
Industry observers suggest the offering is largely cosmetic. Social media consultant Matt Navarra noted that the features lean more towards visual and usability enhancements rather than altering the app’s core functionality.
While global pricing has not been finalised, the subscription is expected to remain a low-cost monthly plan, with reports indicating a possible one-month free trial for eligible users. The feature is still in beta, meaning the final set of offerings could evolve before a broader rollout. Support for iOS users is also anticipated in the coming weeks.
The move mirrors a broader trend in the social and messaging ecosystem, where platforms such as Snapchat and Instagram have introduced similar subscription layers adding premium features without placing core services behind a paywall.
For WhatsApp, the strategy appears clear, keep the conversation free, but charge for a little extra flair around it.
