ESPN Plans Broadband-Only Shows, Invests In New Ad Technology

Johnson Says ESPN Developing Digital- Only Shows, Upgrading Ad Technology

ESPN is "planning to launch several new programs that will appear only on broadband," according to Jon Lafayette of TV WEEK. ESPN Exec VP/Multimedia Sales Eric Johnson: "We're going to come to market with digital-only shows." Johnson said that the net is "developing six different programs that will appear weekly, biweekly or monthly," and ESPN is talking to "SportsCenter" talent about anchoring one of the programs. The net, which is "betting that Web video will be a big part of this year's television upfront advertising sales market," also is "investing in new technology that will enable [it] to integrate sponsors' commercials into the online programming that most closely matches their TV ad buys." Johnson said that he has "sounded out numerous buyers and clients who want their messages to translate across all the media that host the programming they sponsor on the cable channel." Lafayette notes Web video ad pricing "looks attractive to ESPN." Johnson said that while spots "may be more expensive in Web video on a cost-per-thousand viewers basis," buyers "aren't balking." Johnson: "They understand there's a different type of engagement with video." ESPN is upgrading its technology to "target online advertising more effectively," which will "enable the network to sell digital video sport-by-sport, or by daypart or programming type." Such a system would "allow an advertiser to run a 30-second spot on 'Baseball Tonight' on cable Thursday and a 15-second spot on the 'Baseball Tonight' highlights show on ESPN.com the same day" (TV WEEK, 4/7 issue).