Following a deal to use EndPlay Inc. technology, the E.W. Scripps Co. is enabling stations in all nine of its television markets to deliver live video programming to virtually any mobile device beginning this month.

“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 television division. “We’ll now close the gap and aggressively deliver live continuous coverage to the massive and growing on-the-go audience.”

Each station has its own app, maintaining the relationship between local stations and their audiences. When the station is covering an event it deems important, like severe weather or breaking news, the user gets prompted – by the app or by push, SMS or email alerts – 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.

The app’s uses are unlikely to stop there, Symson added. Scripps is looking to use the technology for other live content offerings designed to meet the needs of the mobile audience.

EndPlay’s mobile live streaming solution works with HTML5, Flash, native device players and other protocols. It also feeds information back to Scripps about its mobile audience including demographics, engagement levels and drop off points.

“EndPlay is committed to pioneering innovative and cost-effective media and WCM technologies for our clients, as demonstrated by our mobile live streaming solution,” said Dr. Christos M. Cotsakos, founding chairman, CEO and president, EndPlay. “By providing unique content to Scripps’ audiences via the mobile device, Scripps exemplifies the caliber of forward-thinking media brands EndPlay is dedicated to aiding in their strategic content, Web and technology efforts,” said Dr. Christos M. Cotsakos, founding chairman, CEO and president, EndPlay.

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