Cable sports channel ESPN is serious about creating video content targeted specifically at mobile phones, and they are quite optimistic about it.
Inside its organization, ESPN has a dedicated team that produces sports content for just one device: the cellphone. After a few hit and misses in the past, they think they know now how to keep the fans watching as they go about their daily routines.
In the ESPN worldview, phone watching should be as common as glancing at wristwatches to check the time. The cable network is optimistic that people will be watching the tiny screens of their cellphones every now and then to watch sports commentary or to check scores.
â€œPeople talk about it being the third screen,â€ says John Zehr, Senior VP for digital video and mobile products at ESPN.