ESPN Chairman Jimmy Pitaro says the network’s upcoming direct-to-consumer product, set to launch August 21, is designed to adapt and grow over time rather than deliver a one-and-done experience. Speaking on The Press Box podcast with Bryan Curtis, Pitaro emphasized that the product’s evolution will be constant.
“This is not a movie opening,” Pitaro said. “This is not something where we will judge ourselves based on the first couple of days, the first couple of weeks, even the first couple of months. We will regularly update the experience. You’re going to see updates weekly, monthly — some minor tweaks, some very significant…This is a marathon, not a sprint.”
He explained that while ESPN is launching with a “significantly enhanced experience,” the full range of features on the company’s roadmap will roll out gradually. The debut marks “the first inning,” Pitaro added, with enhancements planned as the service finds its footing and responds to user feedback.
Pitaro was clear the network isn’t using the new direct-to-consumer service to push customers away from traditional cable or satellite packages.
“We are perfectly comfortable with the sports fan remaining in the traditional ecosystem. That’s a business that’s been very, very good to us, and we expect it will continue to be good to us,” Pitaro noted. “This is really meant to be a fresh new option for sports fans that are currently sitting on the sidelines”
Instead, Pitaro says that ESPN will target sports fans who are “on the sidelines” — those not currently subscribing to any pay TV or digital multichannel provider. The discussion also touched on ESPN’s recent acquisition of the “RedZone” trademark from the NFL, a move Pitaro described as “very important” to the company.
“We’re very big fans of the RedZone product, and we believe the brand resonates with consumers,” Pitaro said. “We presented a vision to the league early on about potentially expanding that brand.”
While no formal announcements have been made, he noted that ideas are already being discussed regarding the RedZone trademark and how to use it for other sports. Potential expansions could include college football, as well as professional leagues like the NBA and NHL, provided those organizations are interested in collaborating.
“I think the RedZone brand is pretty compelling, and there is significant opportunity,” Pitaro said. “We are starting to think about what opportunities there could be. Whether it’s college football…There are other sports that we’ve started to think about other leagues, like the NBA, the NHL, of course, that would have to be done in partnership with those leagues, and they would have to want this.”
The ESPN executive stressed that expansion talks would have to wait until regulatory processes are completed. For now, the focus remains on the Aug. 21 launch and ensuring the service develops into a long-term fixture for sports fans.
“This is just the beginning,” Pitaro said. “We’re building something that will keep getting better.”
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