ESPN to Introduce New Interactive Television Products in 2009

Bristol, Conn. Dec. 23, 2008 – Reinforcing its commitment to interactive television, ESPN today announced that the company will be enabling television viewers to interact with the network’s sports programming like never before by simply using their remote control.  Beginning in the summer of 2009, ESPN will introduce three new applications designed not only to further ESPN’s mission to serve the fan, but help the company’s cable, satellite and telco affiliates grow their businesses and create new, dynamic opportunities for advertisers.

All three products will be designed to utilize technology that already exists in millions of cable homes.  Two of the new products will use EBIF middleware, which is widely deployed in millions of set top boxes nationwide.  The third will utilize the new Tru2way technology, which will allow for more robust services and is being now included in set top boxes and consumer electronics devices available at retail throughout the U.S. 

“ESPN has always been a leader when it comes to innovation and technology,” said Sean Bratches, executive vice president, sales and marketing. “And we know that our fans tend to be early adopters of technology.  Now with iTV technology more widely available and of more importance to our affiliates and our advertisers, we want to enhance the fan experience at home.  We believe these applications will be hugely popular and further advance interactive television in the industry.”

Increased interactivity will allow ESPN to bring elements of the Internet to the television platform.  Viewers will be able to create customized data feeds and participate in on-screen, dynamic voting and polling by taking advantage of technology that is already built into their cable box.  The primary interactive features of each product are outlined below (NOTE: official names being finalized):

• ESPN My Vote (EBIF) – An interactive voting and polling feature that will be available during each live airing of SportsCenter, College Football Live, College Football telecasts, Major League Baseball telecasts and Baseball Tonight, with the potential to add additional programming before or after launch.
• ESPN In Game Extra (EBIF) – Will allow viewers the opportunity to obtain additional stats and information - player tracking, scores, standings, schedules - during live events.
• My Bottom Line (Tru2way) – Available in shows where ESPN currently displays a bottom line, this will allow fans to customize the scrolling information that appears on their screens.  For example, a St. Louis fan could program the bottom line to include only St. Louis scores, no matter where they live.  The application will also give additional access to stats, standings, research plus national polls, and can be programmed to provide information about fantasy players. 

ESPN plans to incorporate ESPN My Vote and ESPN In Game Extra into more than 3,000 events and shows per calendar year.  Each of the three products will include specific advertising overlays.

“We have seen renewed interest in iTV not only from our customers but also from our advertisers, who are always looking for new ways to engage consumers.  We’re excited to bring the combined power of sports and these products to the market,” added Bratches.    

ESPN, Inc. is the world's leading multinational, multimedia sports entertainment company featuring a portfolio of over 50 multimedia sports assets. The company is comprised of six domestic television networks (ESPN, ESPN2, ESPN Classic, ESPNEWS, ESPN Deportes, ESPNU), ESPN, ESPN2, ESPNEWS and ESPNU HD simulcast services, ESPN Regional Television, ESPN International (34 networks, syndication, radio, web sites), ESPN Radio, ESPN.com, ESPN The Magazine, ESPN Enterprises, ESPN PPV, ESPN Zones (sports-themed restaurants), and other growing new businesses including ESPN360.com (Broadband), ESPN Mobile Properties, ESPN on Demand and ESPN’s interactive television applications, as outlined above.  Based in Bristol, Ct., ESPN is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company.  The Hearst Corporation holds a 20 percent interest in ESPN.

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