<object type="application/x-shockwave-flash"data="ruta_lector_flv.swf"width="200"
height="150"><param name="movie"value="<? echo $variable ?>" />
<param name="FlashVars"value="flv=<? echo $variable ?>
&width=200&height=150"/><param name="wmode"value="transparent" />
</object>
$variable es el nombre de tu variable.