ESPN: The World Wide Leader in

Sports

David Weil

Fall 2010 James Scholar Project

Research Question

How has ESPN’s media coverage affected sports over the last thirty years? Furthermore, have sports evolved as a result of ESPN or has the sports network evolved based on how today’s fans consume sports?

History of ESPN

Founded in 1979 N0 24-hours news or music networks yet (CNN

—1980, MTV—1981)

Sign on show was rugged yet very exciting Available in 1.4 million homes in 1979 5x the amount of homes a year later

Programming

Sportscenter

Outside the Lines

Cold Pizza

Pardon the Interruption

Original Dramas Playmakers Bronx is Burning 30 for 30 documentaries

On-air Personalities

According to Don Skwar, the sports editor at the Boston Globe, “They bring so much to people before and after the event, plus analysis and in-depth stuff”

Key Personality traits Affable Fun Knowledge of popular culture Entertaining Exciting

On-air Personalities

Seminal Seventeen List of seventeen different themes or

directions that a highlight might take such as the “Defense Wins Highlight” or “The History Highlight.”

Brand Equity

“ESPN has turned sport into a utility”

ESPN2

ESPNnews

ESPN3.com

ESPN Zone (Recently closed)

ESPN Magazine

ESPN on Xbox 360 Connect

ESPN.com—Localized sites in Chicago, New York, Dallas, Boston

Transforming Sports

Vernacular Web gems En Fuego

Flex-schedule for events

“The Decision”

Why ESPN?

Takes sports seriously but not so seriously

Unique perspective on sports Combination of reverence for sports and

irreverence for every convention that pertained to sports

Consistent Credible journalism Awareness of popular culture

What Does the Future Hold

Mobile Apps

Live-streaming video iPad Xbox Connect

ESPN 3D

Social media based programming