Betting that Web video will be a big part of this year’s television upfront advertising sales market, ESPN is planning to launch several new programs that will appear only on broadband.ESPN also is investing in new technology that will enable the network to integrate sponsors’ commercials into the online programming that most closely matches their TV ad buys. The top cable sports network has long been involved in creating multiplatform advertising packages for sponsors. ESPN, with its multiple cable networks, Web sites, radio, mobile and magazine outlets, now sees original Web video as ready for prime time. Betting that Web video will be a big part of this year’s television upfront advertising sales market, ESPN is planning to launch several new programs that will appear only on broadband. ESPN also is investing in new technology that will enable the network to integrate sponsors’ commercials into the online programming that most closely matches their TV ad buys. The top cable sports network has long been involved in creating multiplatform advertising packages for sponsors. ESPN, with its multiple cable networks, Web sites, radio, mobile and magazine outlets, now sees original Web video as ready for prime time.
http://www.tvweek.com/news/2008/04/espn_game_for_newmedia_play.php
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