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To sell advertisers on the high level of interaction between sports fans and ESPN, the network is introducing its first “convergence calendar” to upfront negotiations this year.
ESPN has built into next season’s schedule eight major sports “events” that drive viewers from the TV to the Web and e-mail and allow advertisers to multi-media plans around them.
“Not all mediums are right for the client,” said Tom McGovern, director of sports marketing at OMD/USA, referring to media buyers? reticence to integrated media plans.
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