A scheme for managing ABR live media streaming of content in a wireless radio network environment that may have outage areas. A wireless UE device is configured to determine its current location, speed and travel direction associated therewith and transmit the information to a network node, and receive estimated video outage area information from the network node in response. A request may be provided to the network node for facilitating preloading of advertisement content prior to entering an outage area. Upon entering an outage area, the current ABR live media streaming session is time-shifted for a duration based on how long the outage may last and playback of advertisements pre-populated at the wireless UE device may be commenced. When the wireless UE device exits the outage area, the ABR streaming session may be resumed to play the time-shifted media content from an appropriate segment.