MediaFLO makes room for X Games

ESPN and MediaFLO USA Inc. launched a dedicated channel to bring X Games coverage to mobile users.
EXPN, as the offering is dubbed, will deliver content around the clock to subscribers of AT&T Mobile TV and Verizon Wireless’ Vcast video service; both of which are powered by Qualcomm’s MediaFLO’s network. The service will air 31 hours of live coverage during the four-day event, which begins July 31, and will rebroadcast the content overnight; additional features include “Best of the X Games” programming from previous competitions and highlights of this year’s action following the event’s close.
While MediaFLO offers talent from more high-profile partners including CBS, Fox, NBC and Nickelodeon, the X Games’ young fans may be a particularly good demographic fit for mobile data consumption. The Qualcomm Inc. subsidiary is sponsoring this year’s games with a presence at the event as well as advertisements in print, on TV and online.