Macromedia is setting up a subsidiary to house its new Shockwave.com Web site, which is aimed at the consumer entertainment market, and will team with media giants to supply it with content.
It also plans to launch two devices this summer to boost the site's visibility and make it easier to use.
Shockwave Remote is free software that will enable consumers to search for, save, control and send Shockwave content, while Shockmachine, which will cost $19.99, will provide users with access to premium entertainment and include features such as zoom.
Rob Burgess, Macromedia's chairman and chief executive, said: "Over the last few years, Macromedia has been equipping its customers with the software to author a new generation of entertainment. Shockwave.com is the natural next step in our strategy to add life to the Web. This business is about radically enhancing consumers' ability to enjoy rich media on the Internet."
The site, which users need to register with to use, is intended to create an online community that provides a mix of original cartoons, comics, music and games, popular branded material from movies and television, and user created content--all of which members can instantly share with friends.
Initial content partners include Fox Interactive, Hasbro Interactive, Marvel.com and Sega of America, but analysts believe the one flaw in Macromedia's strategy is its decision to charge for Shockmachine.
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