MSN?s leveraging of real-time sports video to expand its audience points to mobile?s suitability for delivering relevant content no matter where fans are.

MSN will feature on its mobile-optimized Web site more than 70 hours of weekly content provided by 120 Sports, a live streaming digital sports video programming network, via 120 Sports' video player. The move points to mobile's suitability for keeping the experience fresh for fans and for delivery of sports content, especially in real time.

"This integration with Microsoft is yet another step for the 120 Sports brand as we continue to expand our audience and reach more fans," said Jason Coyle, president of 120 Sports. 

On demand

Visitors to MSN, both on the Web and mobile, will have access to 120 Sports' on-demand, real-time video content including original hosted programming, breaking news, video highlights and expert analysis across all sports.

120 Sports produces 76 hours of weekly live content in a two-minute format, providing real-time highlights and live look-ins. 

Eight hours of live coverage as sports happen.

Daily programming includes eight hours of live evening coverage as sports happen, a live morning show, the 120 Morning Run, from 8-10 a.m. ET Monday through Friday, and a two-hour live program dedicated to all things football, the 120 Football Fix, from 12-2 p.m. ET.

All content is available on demand.

Sports video is in greater demand as a way to build deeper fan and viewer brand engagement.

Fox Sports Regional Networks said last month it would tap social media and a fast mobile-video platform to produce original video content and connect with local sports fans and viewers.

Under a multi-year licensing agreement, Fox?s on-air talent and producers will use Burst?s mobile-video platform to report on games and team events by filming and showcasing behind-the-scenes content that will then be pushed out on Fox Sports? digital platforms and on social media in real time. 

Sports media generally are searching for ways to deliver mobile content across multiple screens to fans who increasingly control their media choices. Fox found Burst to be the best choice, in terms of cost, efficiency and flexibility to create that content.

MSN?s commitment to mobile video reflects the growth of mobile video consumption as smartphone and tablet adoption grows and as users increasingly engage with their devices to consume a variety of types of content.

Ramping up

MSN has been ramping up its mobile video strategy for more than a year in a variety of subject areas to meet growing demand from smartphone and tablets users.

Mobile audiences and live sports coverage are a natural fit.

Microsoft launched a new news service in 2012 a few months after severing its online partnership with NBC. It then quickly built up its mobile video presence for news, going from delivering approximately 200 mobile videos per month to around 400.

Microsoft re-launched the MSN web portal in September to feature aggregated content from multiple sources, turning to partners such as 120 Sports to provide its fans with sports content they crave. 

"MSN has developed a strong and loyal sports following and we are excited that our content will be featured as a part of their new offerings," Mr. Coyle said.

Final Take

Michael Barris is staff reporter with Mobile Marketer, New York.