ESPN Bows ‘TV Everywhere’ How-To Video23 Jul, 2012 By: Erik Gruenwedel
Seeking to jumpstart consumer awareness and adoption of TV Everywhere, ESPN has begun airing a promotional spot explaining how authenticated viewers can watch repurposed sports programming on laptops, tablets and related portable media devices.
Despite a ballyhooed launch by Time Warner and Comcast three years ago, TV Everywhere has sputtered among consumers — many of whom either don’t know (or care) about the ability to access repurposed (and original) TV programming anytime and anywhere. TV Everywhere is also considered multi-channel video distributors’ best antidote to burgeoning subscription video-on-demand services such as Netflix, Hulu Plus and Amazon Prime.
The ESPN spot features host Mike Tirico and former NFL coach Jon Gruden explaining the X’s and O’s of TV Everywhere — a campaign AllThingsD.com characterized as creatively inferior to The New Yorker’s iPad app spot featuring Jason Schwartzman.