Redefining how local television stations engage their
audiences, The E.W. Scripps Company is deploying technology in all nine of its
television markets that will allow its stations to deliver live video programming
to virtually any mobile device.
“When it comes to delivering news and information,
we already own live coverage on television and the Web. That’s what our
audiences have come to expect of us. This move brings that level of commitment
to the exploding smartphone and tablet consumer space,” said Adam Symson,
vice president of interactive for the Scripps
The new platform works very simply. A user opens the
mobile app of his or her favorite Scripps station. When circumstances warrant –
such as periods of breaking news or severe weather – the app’s on-screen
display will prompt users to view streaming content.
Clicking on the prompt will open a live media player that
may be a simulcast of the station’s on-air content or may be coverage that is
unique to that stream. Users will also be notified of a live streaming
event using push notifications as well as SMS and email alerts.
The new technology becomes available in September and
will be accessible on devices with the Apple operating system (iPhones and
iPads), the Android operating system (smartphones and tablets) select
Blackberry devices, and via a mobile Web browser.
While the app may sometimes feature a simulcast of the
core news programming being transmitted by the station’s broadcast tower, the
group will look to this technology to build out unique live content offerings
designed specifically for the mobile audience.
The stations’ live streaming content is the latest effort
by Scripps to expand its capabilities in mobile content delivery. The company
helped form Pearl Mobile DTV, which establishes the standards for mobile
broadcasting using over-the-air towers to deliver a signal to specially
By Telecomlead.com Team