Scripps Ships VOD For TV Everywhere Viewing, Advertising

Scripps Networks Interactive is offering pay TV partners access to more than 100 hours of on-demand content -- in formats for both traditional set-tops and other devices -- using Clearleap’s IP-based video processing and distribution services instead of satellite.

Scripps is using Clearleap’s software to manage and distribute VOD content from Food Network, HGTV, Travel Channel, Cooking Channel and DIY Network.

The cable programmer is distributing the video assets for TV Everywhere and VOD platforms. Clearleap is marking the content to give Scripps credit under Nielsen’s C3 ratings as well as indicating ad-insertion opportunities after the three-day window.

Scripps is no longer using satellite for its VOD distribution. Instead, the company is using Clearleap’s IP-based terrestrial publishing and distribution network to reach its 90-plus affiliates.

“Clearleap’s software platform gives us an efficient, economical way to increase significantly the volume of content distributed to wireless devices, PCs and the home television, while gaining valuable commercial ratings points for viewing on all the platforms that Nielsen measures,” said Tamara Franklin, Scripps’ senior vice president of affiliate operations and new media distribution.

The infrastructure now is in place for Scripps to expand its TV Everywhere and C3 VOD footprint, but currently the programmer does not have any new agreements to announce, spokesman Lee Hall said.

Clearleap’s solution captures live telecasts directly from Scripps’ broadcast center in Knoxville, Tenn., and then processes network programs for viewing in multiple formats, including MPEG-2, MPEG-4, HLS and Microsoft Smooth Streaming. Clearleap preserves the original commercial pods, watermarking those ad spots to capture ratings data generated during the 75-hour window after initial telecast so that Nielsen will credit Scripps for those ad impressions.

Clearleap’s deal with Scripps is among its biggest to date, according to CEO Braxton Jarratt. Clearleap sells its software and services to both programmers and operators.

What’s significant about the Scripps implementation is that “it’s the first programmer to embrace C3 across all screens,” Jarratt said. “Others have dabbled with small amounts of content, but Scripps is the first that has gone all-in on C3.”

Instead of VOD being a cost center, “they want to turn this into a profit center,” Jarratt added.

Privately held Clearleap is based in Duluth, Ga. It operates data centers in three locations: Atlanta, New York City and Las Vegas.

Clearleap supports multiple ad-insertion and ad-decision systems, including those from Canoe Ventures, Comcast and its thePlatform subsidiary, BlackArrow and FreeWheel, according to Jarratt.