Salk+A.+Strategy+Report

TO: Proximity video team FROM: Adam Salk DATE: February 22, 2010 SUBJECT: ESPN360 strategy report

Here is my ESPN360 strategy analysis. ESPN, owned by Disney, is the dominating force in sports broadcasting. ESPN360 is the networks attempt at distributing sports content online. ESPN ( **E**ntertainment and **S**ports **P**rogramming **N**etwork) was established in 1979. The Walt Disney Company owns 80% and Hearst Corporation owns 20%, according to Google finance. Since its inception, it has become the main source for sports reporting, running 24 hours a day. ESPN 360 is a sister company of ESPN, and exclusively available online at espn360.com. 360 can be accessed for free when subscribed to major internet providers
 * Profile **

ESPN holds a commanding grip on the sports broadcasting world, and ESPN360 is helping the company dominate the internet sports scene. Currently, there are only a few sites that can compete with 360. Underground sites such as Justin.tv and channelsurfing.net provide users with poor quality streaming video that is hardly reliable. ESPN knows that the market for streaming live sports online is weak, and it can easily dominate the field.
 * Competitive landscape **

ESPN 360, soon to be known as ESPN3, aims to provide users with online live sports coverage. According to findinternettv.com, the re-focused ESPN3 will allow users to view up to 20 events at a time, with the ability to pause and rewind shows.
 * ESPN 360's strategy **

ESPN’s goal is to provide users with an outlet to view live sports events even if it is not shown on their networks via television. “ If the game is not on one of ESPN's TV networks, fans will check ESPN360.com – and in certain cases go there first," said John Kosner, senior vice president.

ESPN 360 has tremendous implications for Generation Y. As the demand for content to move to the internet increases, companies such as ESPN must evolve to cater to the consumers needs. ESPN executives are fully aware of the demand for sports, and live sports in particular, to be available online. Students and young adults alike are slowly veering away from cable subscriptions, and viewing television online.
 * Gen-Y implications **

ESPN360 also provides Generation Y the ability to watch live sports virtually anywhere. The limitations of watching an NBA game at home are no longer relevant. People can now view live sports while at work, school, or sitting in the airport.

Currently ESPN360 can only be accessed on computers, but as technology expands, it is reasonable to assume mobile devices such as the iPhone will gain access. References ** http://www.tvover.net/2007/08/08/espn360+revamps+strategy+to+include+more+live+events.aspx

http://www.findinternettv.com/Sites/568/ESPN360.aspx

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