Scripps teams with EndPlay for live mobile TV streaming

Media conglomerate E.W. Scripps will deploy software provider EndPlay's cloud-based Web Content Management platform across its nine U.S. audience markets, enabling local broadcasters to stream simulcast content and unique programming to all smartphones and tablets.

The EndPlay mobile live streaming solution operates across protocols including HTML5, Flash and native device media players, leveraging Intelligent Rendering technology to identify specific details like an operating system to optimize viewing for each individual user. Customers also can use access EndPlay ecosystem tools and resources like Adobe Omniture analytics to gain visibility into mobile TV audience demographics, engagement levels and drop-off points.

Scripps will debut the live streaming solution throughout the month across all nine broadcaster apps--channels include Detroit's WXYZ, Phoenix's KNXV, Cleveland's WEWS and Baltimore's WMAR. Each market-specific app will also feature opt-in text and in-app mobile alerts instructing users to tune in for special content like weather warnings or breaking news coverage. At launch, Scripps will support Apple's (NASDAQ:AAPL) iOS, Google's (NASDAQ:GOOG) Android and Research in Motion's (NASDAQ:RIMM) BlackBerry.

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