It's a known fact that the Apple iPad doesn't have Adobe Flash support to play back videos from the Web. However visitors to sites that, like the New York Times or the Guardian, use the Brightcove video player shouldn't find that an issue when the new device launches later this week.

The video company has announced that its video player will automatically play videos in the HTML 5 format for iPad users, bypassing the Adobe "This video can't play" message that iPad users will have to get used to seeing on the majority of sites.

The move, which follows companies like YouTube in supporting the new HTML 5 markup language, shows big companies are slowly moving away from the need to require users to install a Flash plug-in to watch movies on the Web.

However Brightcove, in a blog entry on the news, said they weren't ditching Flash support or development, but merely supporting what "customers are looking for".

The Brightcove client list reads like a who's who of publishers with big name brands like Conde Nast, BSkyB and the Guardian all using the company's player technology.