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Microsoft launches video production using Silverlight Firm uses its rival to Adobe Flash for new advertising campaign.
Software giant Microsoft has launched a video production made entirely on its Silverlight platform for the first time.
The advert for Xbox and Windows video game Mass Effect 2 will run for three weeks on MSN and uses 'rich media' to offer views an interactive experience.
Silverlight has been developed by Microsoft to offer an alternative to Adobe's Flash Player, the dominant format for streaming videos on the internet.
Using Silverlight's Smooth Streaming and Deep Zoom technology, users can zoom into the content and watch HD video seamlessly.
Mel Carson, AdCenter community manager for Microsoft, said: "As advertising gets more sophisticated, the demands of brands and agencies continue to push the boundaries of digital, insisting that technology keeps pace with the ever-growing desire of consumers to interact and be involved."
Microsoft recently reported a huge jump in profits in the last quarter of 2009. The company saw its profits soar by 60 per cent in the three months to December.
It said that this was largely down to great demand for its Windows 7 operating system.
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