A new sports network quietly launched last week in the house that Oprah built. Though unlike Queen O, this network - headquartered in Harpo Studios - isn’t broadcasted out to multiple channels and affiliates across a variety of mediums. In fact, it’s not on any channel or radio station.
120 Sports, a “first-of-its-kind network partnership” between equity investor Time Inc. - owner of Sports Illustrated - and the NHL, NBA, MLB.com, NASCAR, and Campus Insider, is all digital and built specifically for mobile.
Users can download the 120 Sports app - it’s currently available on the Apple App Store and will be on Google Play July 14th - and access live content, like its Pardon The Interruption-style morning show and flagship afternoon program. Users will also be able to watch video segments and highlights at any time.
The network - because its designed for mobile - is extremely interactive and user friendly. Fans can tweet, post, and comment simultaneously while watching video within the app. This way, the sports dialogue can happen in real time.
The talent - like with any sports media entity - features a balance of experienced, witty sports anchors and former professional athletes, including ex-ESPN host Michael Kim, two-time Super Bowl champion Bryant McFadden, and former NFL fullback Ovie Mughelli. But with Kim’s experience as an on-air traffic control at the “World Wide Leader,” the early programming feels like “his show,” with the anchor powering every second of content. The network currently has a staff of 130, including producers, directors, audio experts, and camera operators.
At Techweek, we met with Eric Johnson, ESPN’s SVP of Sales, and we talked about the mobile market and the state of digital video. He said that 1.7 million people streamed the US-Germany World Cup Game, more than double ESPN's previous high. (He mentioned that they’re setting new mobile records monthly). Johnson also said that 97% of ESPN’s content - including its analysis - is shot live, a fact that supports 120 Sports’ model; fans want sports coverage live and fast.
Finally, Johnson discussed how ESPN programs specifically with the ‘multiple device user’ in mind. In other words, the company is aware that fans are on their phones or tablets while watching the game and ESPN will serve up highlights or commentary on one platform while they stream the event on the other. And it’s this multiple device market that 120 Sports hopes to capitalize on. Why not have their app open while watching the NFL?
Obviously, the mobile sports pie is big and getting bigger. Only time will tell if the Chicago-based challenger can take a piece of it.
(Image via 120 Sports)
