Chicago - Streaming video highlights, pumped -up hosts, flashy graphics, and score updates make it seem like a lot of other national sports cable networks - except this is not cable. The all digital "24/7" network aims to be an online re-invention of ESPN's "Sports Center" for multi-taskers with mobile devices.
MLB.com, the NHL and the NBA teamed up to deliver video-driven sports reports with social interaction related factoids in two minute segments, hence the name 120 Sports (a two minute sports update). "We want to create a daily habit, where you will check us multiple times a day and have as long a viewing session as possible," said Jason Coyle president of Chicago-based 120 Sports. The network will sream live from 5 p.m. to 1 a.m. Monday through Saturday, and from 3 to 11 p.m., on Sunday. A morning show is also in the works, according to executives. During downtime, 120 Sports will offer video on demand, giving fans a chance to catch up on the days big stories.
A free applet unlocks the service on tablets and smartphones. The live schedule of 120 Sports puts it up against prime-time TV, but Jason Coyle, president of Chicago-based 120 Sports, says "its more complementary than competitive, with 120 Sports steering users to play-by-play action on other networks. If you're not in front of a television or you don't have a television, we are a great primary experience. If you're sitting in front of your television, we're going to help you navigate the whole sports landscape." The essence of 120 Sports is to reach an audience that is socially- media-engaged and for whom multi-screen viewing is second nature. Of the staffers that have been hired since the network was announced in February 2014, many have track records at other sports networks. Geographic diversity is a prerequisite to being hired at 120 Sports.
The company aims to avoid a home-team mentality. "We wanted to have a work base that is very diverse in every way - diverse in the sports they follow and diverse in the teams they follow," said Mat Carstens, executive vice-president of 120 Sports. The 120 Sports network recently announced that it had expanded its roster with former NBA All-Star and Chicago native Antoine Walker and former MLB All-star pitcher, Danny Graves, who will serve as analysts. The 120 Sports network has no plans to let itself migrate onto ESPN's turf. "You can watch television and 120 Sports on the same set, if you're television is new enough, by just pressing a button. Coyle says "For us, our rights are only digital, our audience purview is only digital, and our scope is only digital. We're not looking to compete against TV". See also, www.120sports.com.
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