Entertainment Brand.
Background:
ESPN, Inc. is a pioneer among introductory cable television networks, devoting its entire programming to a bingle subject: sports. By 2002 the companys flagship network, ESPN, reached more than 87 million households and televised all of the major professional leagues: baseball, football, hockey, and hoops. According to the 2002 annual report of ESPNs put forward company, Walt Disney, ESPN was the number one basic cable network in terms of affiliate, national, and local advertising revenue. Considered by many to be the most successful basic cable network, ESPN delivered the hard-to-capture audience of juvenility males to a wide range of advertisers. Cable system operators systematically selected ESPN as the number one cable network in perceived value.
Early History: 1978-80
ESPN, Inc. was the brainchild of Bill Rasmussen, an idle sports announcer. In the spring of 1978 Rasmussen was fired by the New England Whalers of the gentleman Hockey Association as its communications director and play-by-play announcer. He began looking for a way to broadcast University of Connecticut basketball games through cable television operators in the state. At the time, artificial satellite technology was a relatively new way of transmission programming to cable operators.
RCA had an underused satellite on which Rasmussen could lease time. With sixsome of 23 active transponder sites fully available, RCA was eager for customers.
After discovering that it was cheaper to study satellite time from RCA for 24 hours rather than for five hours, Rasmussen unflinching to offer 24-hour sports programming on a national basis. RCA offered Rasmussen an cushy payment program, so he used his credit visiting card to lease space on RCAs Satcom 1 in July 1978. He called his company Entertainment Sports Programming meshing, Inc., or ESP Network for short. According to company legend, it became ESPN when the companys letterhead came back that way from the printer.
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