ESPN announced an expansion of its multiplatform strategy in Brazil. The sports channel will launch a new online video service that will be offered in partnership with broadband operators. The new initiative will operate under the brand ESPN Play and will include content from the TV Everywhere service WatchESPN, which is available to pay TV subscribers.
ESPN reported that this new initiative will be available in the coming weeks on some of the country’s top broadband providers.
According to the company, ESPN Play will be commercialized without linear channels. Its offering will include live events, in the different modalities, eSports, in addition to news programs such as “Bate Bola” and “SportsCenter”, and a wide catalog of videos on demand with more than 600 titles.
The creation of this new marketing model came from the analysis of video consumption and market demand, ESPN said in a statement. ESPN Play will be integrated as a separated area into WatchESPN platform.
ESPN’s General Manager in Brazil, German Hartenstein, told the daily Estadao that looking for an audience outside of pay TV makes sense in Brazil because this service “has 18 million subscribers and a 27% penetration”, while in the United States “Reaches 90% of the households”.
The first partnership with a broadband company will be announced shortly as the latest details are being worked out. Hartenstein said the goal is for all fixed broadband brands to offer ESPN content in the future.