ESPN Launches App That Offers Live Stream Of Channels

ESPN Thursday said that it "has made its flagship cable sports network available live on Apple Inc.'s mobile devices" to Time Warner Cable, Verizon and Bright House Networks pay-TV subscribers, according to Nat Worden of the WALL STREET JOURNAL. Customers of those providers "can download the free software from Apple's App store ... and view ESPN, ESPN2, ESPNU and ESPN3.com on their Web-connected iPad, iPhone or iPod just as they appear on a regular TV but without commercials." The app is "essentially designed for the iPhone but works on the iPad." ESPN said that in May it "plans to launch a version of its live TV app that is optimized for the iPad." ESPN Exec VP/Sales & Marketing Sean Bratches said that the company is "working to offer similar services on other digital devices, and it's holding talks with other multichannel video providers to ramp up distribution." Worden notes some programmers and content rights holders "have objected to the apps offered by Time Warner Cable and Cablevision, disputing the cable companies' claims that they own the rights to distribute programming on the iPad within their customers' homes." Bratches said that ESPN is "examining Cablevision's app and hasn't yet determined whether it abides by the affiliate agreements between the two companies." He added that ESPN "has all the rights necessary to offer its new app" (WALL STREET JOURNAL, 4/8). Bratches said that ESPN "plans to start inserting commercials into the video streams" on the app in August. Bratches: "Our vision is to sell a dedicated and unique stream of advertising on the iPhone and iPad platforms. We're also experimenting with a different form of advertising that will be more interactive" (BLOOMBERG NEWS, 4/7).