The tech industry is littered with cool gadgets that never caught on, but Ensequence is proving that you can be innovative and provide a platform to generate revenue at the same time.
Creates potential revenue stream by allowing MLB Advanced Media to sell advertising against video feeds.
Depending on the needs of the league, could potentially be utilized by every property in sports.
“You take any one thing that we’re doing and it’s cutting edge,” said Ensequence CEO Dalen Harrison. “You combine them and it’s pretty amazing.”
The Portland-based firm has created an application that allows MLB Advanced Media to leverage teams’ television feeds through a customizable online subscription service called MLB.TV Mosaic.
Mosaic combines live video and data feeds from every active ballpark in MLB on a given night. The video player installs in seconds and allows high-quality video scaling of every live game. Subscribers drag and drop up to six games from a list of live contests into small screens that allow users to change the size of video and instantly change audio feeds.
Fantasy players can load their rosters and track players through real-time alerts and statistics. When live games are not available, users can watch highlights or old games in three different forms: full game with ads, condensed without ads, or selected portions.
Ensequence also allows MLBAM to sell advertising against the video feeds instead of simulcasting local market ads. The technology could also work on multiple platforms, including digital television and mobile phones.
“It is literally ready to be enabled on each of those different platforms,” Harrison said. “Up until now if you were to do something like that, those would be completely enormous and separate engineering efforts.”
Ensequence owns the technology and is eyeing partnerships with other leagues, depending on their rights situations. The company has been working with MLB on a series of one-year deals since 2006, and just signed a three-year deal through 2011.
