Serving broadcasting video to heterogeneous mobile devices with different display size and channel conditions has many valuable applications and technical challenges. In this work, we present a cross-layer, multi-time scale approach solution to this problem. At the outer loop of control, a physical layer diversity-embedded space-time coding scheme is employed to maximize the total effective data rates among mobiles. New spatial-temporal adaptation scheme and metrics are developed to enhance the elasticity and robustness of the broadcasting video, then a joint layered video and digital fountain coding optimization is performed at the inner loop to deliver the best possible QoE among the heterogeneous receivers. Simulation results demonstrated the benefits and effectiveness of the proposed solutions.