From the front end it looks like your putting the shortcode in an area called "featured-content" and not in the main content area for that page. Does this make sense, not seeing the backend I can't know for sure?
The JW player shortcode doesn't use the WordPress shortcode API and only filters $the_content which is a page/posts main content section.
Obviously not sure that's your problem, it just looks like it from the outside. Does the shortcode work in a normal post?