MLBAM Announces Live Game Streaming Available On At Bat App
By Eric Fisher, Staff Writer, SportsBusiness Journal
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MLBAM To Begin Streaming Of
Live Games To Its At Bat Application |
MLBAM today said it is venturing into live mobile video through the addition of full-length game streaming to its popular MLB.com At Bat application for the iPhone and iPod Touch. The enhanced version of MLB.com At Bat, seeks to take advantage of the new iPhone and iPod Touch 3.0 operating system announced earlier this month by Apple Inc. That new operating system is also set to be released today. The live streaming will begin tomorrow with the White Sox-Cubs and Tigers-Cardinals interleague games, and the outset will consist of two games per day, at no additional charge beyond the base $9.99 fee for the At Bat application. But MLB’s interactive arm, which quietly has been exploring live mobile streaming of games for months, will seek to distribute the sport’s full live schedule of games wirelessly, likely by early July. The availability of the full schedule will then produce an as-yet-undetermined upcharge to the application fee. The mobile game video will include DVR-type functionality that has been implemented with MLBAM’s online video service MLB.TV. The live out-of-market streaming on MLB.com At Bat will be subject to geographic blackout restrictions, using MLBAM’s patented geolocating technology, and work either or the device’s carrier network or Wi-Fi connection using adaptive bitrate streaming technology. It is unknown, however, precisely the market for full-game consumption on mobile, despite the rabid fervor with which iPhone owners have embraced the device. "We’ve been very pleased with how fans have embraced At Bat already, and we now look forward to making the application even more appealing,” said MLBAM President & CEO Bob Bowman.
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