Tip:
Highlight text to annotate it
X
Yeah, the way we approach content development is really trying to get as much exclusive
engaging content as possible. With ESPN360.com we do 3,500 live events each year. About 60
percent of those events are exclusive, meaning you can’t watch ‘em anywhere else on an
ESPN network in the US. So we’ve taken the same approach that we do with TV, we want
to make sure that everything that we do is good enough to be on ESPN or ESPN 2 from a
production quality standpoint, graphics, announce, so we’re really constantly making sure that
we hold the standards of the ESPN brand. With that, it becomes commercial inventory. So
just like you watch on TV, we have two minute pods in between commercial breaks. And we’re
looking for ways to not only take the existing TV model of doing 30 second ads, is how can
you use that two minute pod to do different things? How can you help an advertiser tell
a story in that two minute pod? So the on line advertising allows much more flexibility
and creativity for advertisers.