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Leading US broadcaster NBC has tapped Brightcove for an end-to-end content app platform that will streamlines the development, deployment and operation of its new NBCU Screen It app for the Emmy Awards.

Running initially on the Apple iPad, but to be extended to other iOS and Google Android devices in the future, the app is designed to make the network’s current-season programming available for screening by the 15,000 Television Academy members who vote on the Emmy Awards each year. Featured content in the app includes NBC’s primetime series, scripted series, reality series and late-night programming.

Using Brightcove’s App Cloud, NBC was able to manage the entire life cycle of its app by combining an open HTML5 Web development model with intelligent cloud services that continuously optimise the performance of the app, measure the effectiveness of different content, and enable dynamic updates to the app in the future.

NBC also had the ability to offer intelligent push messaging and content-level analytics to more easily engage the user base and identify their most impactful content, pulling video feeds from the Brightcove Video Cloud account to integrate high quality video content in to the app. It deployed third-party authentication to restrict access to the app to Emmy voters.

“As part of this ground-breaking initiative, Television Academy members now have the convenience and flexibility to watch our NBC original programming and vote for the Primetime Emmy Awards responsibly,” commented Richard Licata, EVP, Communications, NBC Entertainment.

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