Summary:

Flipps wants to help publishers to cast their media to as many screens as possible, and the company just raised $2.4 million in new funding to do so.

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Multiscreen TV app maker Flipps has raised $2.4 million from Earlybird Ventures and Tim Draper. Flipps, which used to be known as iMediashare, is an app that allows users to cast online videos to a number of connected devices, including TV sets from Samsung, LG and Panasonic. The app maker now wants to build out its content library as well as expand business in the U.S. and Europe.

The app uses DLNA, UPnP, AirPlay and Google Cast, according to Flipps CEO Kosta Jordanov, who added via email: “We’re manufacturer, standard and device agnostic and aim to deliver a consistent user experience on the majority of connected TV screens all over the world.” Jordanov said one of Flipps’ goals was to solve the multiscreen fragmentation issue for publishers.

The San Mateo-based company isn’t alone with that proposition. A number of apps are offering users to cast content from different sources to a variety of connected devices. Some, including Allcast, primarily focus on local content, while others, including PlayTo use a similar channel model.

But the real key to simplifying casting may be to make it easier for publishers to integrate this functionality into their own apps. Earlier this month, LG proposed a new open source SDK that would allow publishers to address a number of different devices without having to build custom integrations for each and every one of them.

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