SBD/Issue 112/Sports IndustrialistsPrint All
Yahoo has promoted Sports & Entertainment VP & GM JIMMY PITARO to oversee its audience experiences division, part of a broader executive reorganization initiated by new Yahoo CEO CAROL BARTZ. Pitaro, head of Yahoo Sports since '06 and with the portal's music area for five years before that, will now manage a large collection of vertical destinations that will include sports, news, music, finance, education, autos, games, technology, health, personals, travel and TV, among others. Day-to-day operations for Yahoo Sports will stay the same, with Pitaro remaining actively involved in tandem with Exec Editor DAVE MORGAN.
Phillips Has Led A Revamp
Web sites you visit daily: Paidcontent.org, TechCrunch, VentureBeat, peHUB, ESPN.com (laughing), ESPN360.com and the San Jose Mercury News site. I like to follow some Bay Area sports teams.
Favorite sports team: Stanford Cardinal.
Favorite sporting event to watch: College football.
Favorite vacation spot: Amelia Island, Florida.
Q: Is there a team, league or entity that has impressed you with their use of online video?
Phillips: Yeah, I follow the space very closely. I think some of the leagues are doing a really good job with online streaming as well as some of the entertainment sites like ABC and their Full Episode Player as well as Hulu and some other sites. Definitely following what everyone is doing.
Q: What are some of the ideas that you have gained from what others are doing with online video?
Phillips: It’s really how they’re serving their user, and really creating ways to engage users to spend more time on their sites. Whether it’s the quality of the video, or quality of the audio, being able to have functions now like full screens, being able to introduce Web 2.0 features, … we’re always looking for ways to learn what some of the best practices are.
Phillips Touts Billy Mays Campaign As An
Example Of ESPN's Advertising Creativity
Phillips: That was our marketing department. ESPN is definitely known for creativity and we have a great marketing department, and one of the ideas we came up with with the agency was to get one of the best pitchmen out there to sell ESPN360.com. The big piece of that campaign was really educating people on what ESPN360 is and really relying on some of the brand attributes of ESPN to interject humor into those spots.
Q: What is your general approach when considering different leagues for content on ESPN360?
Phillips: We look at a number of factors, and the overriding principle is serving the fans. We break up programming into three different buckets. The first one is major U.S. sports and events. Those are sports like college football, college basketball, the NBA, Major League Baseball, that drive large audience numbers. The second group of programming are those passion sports, those underserved fans, they can’t get enough of international soccer on American TV, or they can’t get enough rugby, or cricket, or lacrosse, so we do our best to aggregate that content to make it available to those underserved fans. And the third group of content is what we call The Wide World of Sports, where we’ll go out and do handball, we’ll do rodeo, eating contests....we’re looking for ways again to engage users.
Q: How are you seeking to grow content in the areas of passion sports and wide world of sports in particular?
Phillips: We are really trying to serve those underserved fans. We just did the Pop Warner championship out in Disney World back in December, so we’re always looking for those type of events. From a soccer standpoint, we have a number of the top domestic leagues that are out there. Last year we did Italian soccer, Japanese soccer, Chinese soccer, Russian soccer, so we’re out there looking at content that is going to resonate with our users.
Phillips Says He Became A Huge Cricket Fan
During Coverage Of Asia Cup Cricket Last June
Phillips: The handball championships we had a couple of weeks ago were very, very intriguing. College football, college basketball, but some of the other sports like handball or rodeo, some very, very entertaining things that you can watch on 360. Cricket was another one, I became a huge cricket fan when we had the Asia Cup back in June last year, so it definitely broadens your horizon or your perspective on international sports.
Q: Are there any leagues or sports out there whose content you would like to acquire for 360?
Phillips: We are constantly looking for quality content. We’re very fortunate that we have relationships with a number of leagues and conferences and national governing bodies, so we’re always in discussions about ways we can provide more content to our users.
Q: Where do you see individuals’ use of online video ultimately going?
Phillips: We definitely see it growing over time. There’s 65 million broadband households in the U.S. right now, and those numbers are definitely increasing year-over-year. We think that online viewing is a great complement to the TV, and we have a theory within our research department that it is all about the best-available screen. If given the choice, a fan is going to watch the game on their 50-inch flat-screen TV. But if that TV is not available to them at that time, they’ll watch on their computer, they’ll watch on their laptop, they’ll watch on their phone, and at ESPN our goal is to really serve that sports fan wherever they are.
Q: You have now been at ESPN360 for just over a year. What are you most proud of that you all have accomplished in that time?
Phillips: I think the biggest thing that we have accomplished is delivering a TV-quality viewing experience to fans online. When we look at what we do, we want to make sure that we are representing the ESPN brand, and that anything that we do online is good enough to be on ESPN and ESPN2.
Q: Moving forward, what are some of the ways that you will seek to enhance the viewing experience to make it even more like watching on television?
Phillips: We are constantly improving our technology to deliver a crisper picture, video as well as audio. We also are introducing new modules that allow fans to interact with each other regardless of where they are. Stats integration is also another key component in terms of what we’re doing. So we’re constantly looking at ways to innovate, and a lot of those innovations come from fans themselves who give us ideas about how we can improve the experience, so we really take customer insights very seriously.
Q: What is a sports business story you are following closely?
Phillips: Online streaming. This is a very, very hot topic right now, and I’m following it very closely to see how everyone adapts to fan behavior and lifestyle.
THE DAILY each Friday offers our take on the performances over the past week of people and entities in sports business. Here are this week’s newsmakers:
Return Of Armstrong (l) Helps Create
More Buzz For Amgen Tour Of California
LOSE: NATIONALS -- The team continues to make news for all the wrong reasons, as the club finds itself at the center of an FBI investigation into the skimming of signing bonuses given to Dominican prospects. As part of the fallout, the Nats fire Special Assistant Jose Rijo and abandon ties to their training facility in the Dominican Republic, raising concerns about the teams’ viability in the baseball-rich region. Also uncertain is the future of Jim Bowden, with ownership reportedly split on weather to dismiss the GM as a result of the scandal.
DRAW: PGA TOUR -- Tiger WOODS’ return is hailed as the Tour’s personal stimulus package and pays immediate dividends as Golf Channel’s ratings soar to record heights for its coverage of the WGC-Accenture Match Play Championship and the Tour’s Web site sees record traffic. But Woods is knocked out of the event on the tourney’s second day, diminishing the buzz and leaving NBC without the sport’s biggest star for weekend coverage. Meanwhile, many of the Tour's sponsors this week rein in spending on corporate hospitality and other perks at tournaments amid continued criticism from government leaders.
MacLean Sports Marketing appointed RYAN WATTERS Dir of New Media (MacLean Sports Marketing)….Affinity Sports & Event Marketing announced KELLY SPIVEY will handle financial and accounting responsibilities. Previously, Spivey was Dir of Shared Business Services at Dr Pepper-Seven Up, Inc./Cadbury Schweppes (Affinity).
Do you have an executive announcement? If so, please send to email@example.com.
Bulls Presented President Obama With No. 44
Jersey Thursday During Visit To White House
LAW & ORDER: Court documents filed in defense of IRL driver HELIO CASTRONEVES in his tax evasion case indicate that his defense “will center on him not controlling” Seven Promotions, the company “at the heart of the alleged scheme.” Castroneves is accused of diverting $5.5M to avoid U.S. income taxes, and the defense will argue that Seven Promotions is owned and operated by Castroneves’ father (INDIANAPOLIS STAR, 2/27).
NAMES: Magic C DWIGHT HOWARD has been named the recipient of the NBA Community Assist Award for January, in “recognition of his outstanding efforts in the community and for his ongoing philanthropic and charitable work.” Howard recently donated $25,000 to the Parramore Kidz Zone Teen Shack in Orlando to aid in renovations (ORLANDOSENTINEL.com, 2/26)....Labor arbitrator DON WOLLETT has released a new book, “GETTING ON BASE: UNIONISM IN BASEBALL,” which argues that “minor league baseball players should be organized into a union” (SPORTS-LAW.BLOGSPOT.com, 2/24)....Director MIKAEL SALOMON has been retained to work on “UNDEFEATED: THE ROCKY MARCIANO STORY,” the first authorized biopic about the boxer (HOLLYWOOD REPORTER, 2/27)....The Patriots, Hockey HOFer RAY BOURQUE and ESPN's PETER GAMMONS are among the 40,000 businesses, individuals and charities to have unclaimed money or property held by the state of Massachusetts (AP, 2/26)....NBC Olympics Coordinating Producer MOLLY SOLOMON Tuesday was awarded the Individual Achievement Award as Outstanding Producer for an Entertainment Series or Special by the American Women in Radio and Television at the 34th annual GRACIE ALLEN Awards (NBC)....WWE CEO LINDA MCMAHON was approved on Wednesday by the Connecticut state House of Representatives for a seat on the eleven-member state Board of Education. Her candidacy “had raised controversy among some at the state capital” (HARTFORD COURANT, 2/26)....The Tibetan Association of Boston will host the 14th DALAI LAMA at Gillette Stadium on May 2 (BOSTON HERALD, 2/26)....Patriots QB TOM BRADY and girlfriend, model GISELE BUNDCHEN Thursday reportedly wed in L.A. at the St. Monica Catholic Church in a "very small and intimate" ceremony (USMAGAZINE.com, 2/26).
IN MEMORY: JOHNNY "RED" KERR passed away Thursday at the age of 76 "after a year-long battle with prostate cancer." Kerr was the first head coach of the Bulls from '66-68 and also served as a Bulls exec, broadcaster and ambassador (CHICAGO SUN-TIMES, 2/27)....Former NBAer and CSN Chicago Bulls studio analyst NORM VAN LIER Thursday also passed away at the age of 61. Comcast SportsNet’s MARK SCHANOWSKI said of Van Lier, "He wanted (the Bulls) them to win, wanted them to advance into the playoffs, and that passion always showed through in the broadcasts because you never knew what he was going to say” (“Chicago Tribune Live,” CSN Chicago, 2/26).