ESPN Radio launched its online network Monday (June 23), extending the reach of the network beyond its five owned-and-operated radio stations to include the brand’s radio station affiliates.
The first stations to sign on to ESPN’s online network are Red Zebra Broadcasting’s three ESPN stations in Washington, D.C.; Good Karma Broadcasting’s stations in Cleveland, Ohio, Milwaukee, Wisc. and West Palm Beach, Fla.; and Lincoln Financial Group’s station in Denver. More of ESPN Radio’s 350 affiliates are expected to join the online network in the coming weeks and months.
By expanding ESPN Radio.com to affiliate Web sites, the online ESPN brand can offer advertisers local reach in addition to the national reach of ESPNRadio.com’s monthly online audience of nearly two million, according to AndoMedia Web Metrics.
“We will be able to offer a truly integrated national and local solution to advertisers,” said Marc Horine, vp of digital partnerships and radio for ESPN.
ESPN Radio first announced its intent to build an online network of its affiliated radio stations in February 2007 soon after ESPN relaunched its five owned-and-operated Web sites with extensive 24/7 audio and video content including a nationwide local podcasting network.
Affiliate ESPN Web sites will carry ESPN.com news and information feeds and media assets (such as audio, video, scoreboards, widgets, polls) to enhance their sites. Each station’s live and on-demand audio and video will be integrated into ESPNRadio.com and its
newly-enhanced media player “Superstream”, which offers sports fan visitors access to the ESPNRadio.com’s full programming portfolio of national and local radio streams, podcasts, and webcam video.