ESPN, The World Wide Leader…

I sit here trying to write something scholarly about Rob King‘s visit to the B-U sports journalism seminar series and all I can think about it watching Steph Curry’s Saturday night performance against Oklahoma City AGAIN!!… I mean, i loved Oscar Robertson and still think he was one of the top ten all time players but c’mon Big O, you couldn’t stop this guy,  you didn’t have guys that could shoot from 35 at a 47% clip!… It’s a different game!…..be right back(gotta watch that again)…Curry had a better field goal percentage from 3 point land than he did from 2! (75% vs 58%)…That’s why we watch SportsCenter  religiously…

The Senior Vice President of News and SportsCenter rails against the critics who say they are not about highlights…Too much this (taking heads), not enough that (hockey)…If Curry keeps throwing up games like this, King won’t have to worry about people watching…

E-S-P-N’s coverage of Tom Brady the last year hasn’t made them very popular here in New England but let’s be honest, they do a lot of things right…”We were way out front on mobile publishing” said King “What you do, what you think, the way you wake up in the morning, what you want to consume, drives our business, not the other way around”…On the flip side, King recognizes some of their shortcomings, “Our mission is so big, that by definition, we’re constantly pushing up against the edges”…

So why didn’t Durant call a timeout?

That doesn’t excuse being wrong and inaccurate reporting…”Some of our biggest problems come from sources”,  King told the group…

And then there was being called out by a local sports talk radio show for allegedly telling their anchors NOT to report on Peyton Manning and his problems at the University of Tennessee…”What we said was we’re not just going to report this story until we can verify some of the material in it and those guys(WEEI) got a call from somebody in our group who has a relationship with them saying we just got told not to report on Peyton Manning…And nothing sets people’s teeth on edge here(New England) like the notion that we would treat Peyton Manning differently than we would treat Tom Brady”…Was that not reporting a story?…..I don’t think so…

And why did Durant foul Andre Iguodala?

It started with a lot of Austrailan Rules football back some thirty seven years ago, weaved its way through college basketball, NFL football and Major League Baseball and yes it IS the “Entertainment Sports and Programming Network” but face it, we all watch and cant wait to see what the Top 10 plays are…Hey, B-U made it twice!…Go Terriers!

I’d love to write more but i gotta go watch those highlights again….Cue the music! – do do do, do do do 

 

 

 

 

 

 

 

18 Comments

Timmy Lagos posted on February 28, 2016 at 5:57 pm

I too was watching last night and continue to be in awe at what Steph Curry does on a nightly basis. Every time he does something you can’t believe, he follows that up with something even more unbelievable the next night. It’s funny that this game happened just days after Rob King of ESPN came to speak to us, and specifically talked about Steph Curry being must-watch TV. As Professor Shorr points out here, if Steph keeps being Steph, Rob has nothing to worry about when it comes to ratings and people tuning in. I truly believe at this point you can just put up video of Steph Curry warming up in practice and you’ll get millions of people to tune in, just to see what crazy shot or dribbling routine he’ll do next.

I think this ties in nicely to one of the main themes I took away from this seminar and that is the idea that ratings and interest drives everything they do at ESPN. Rob specifically said that one of the things that ESPN is very good at is understanding what the fans are interested in and what they want to see. They’re able to gauge this interest through the use of data and feedback from fans. This data and feedback is very important because there is no specific audience for ESPN. Rather, it’s a mass audience of fans with different feelings about different sports, and you need to be able to appeal to these different groups of fans, or they won’t tune in.

For example, when it comes to Sunday night baseball, you will notice that a majority of the time, the game will be Red Sox Yankees as opposed to other games, such as the Giants and Dodgers. Rob said that through their collection of data and feedback, they discovered that Red Sox Yankees will out-rate Dodgers Giants even out in Los Angeles. So even though there is a specific fan base in L.A. that supports the Dodgers, the overall mass audience would rather see a Red Sox Yankees game on national television, so that game gets the nod, showing how much the overall ratings and interest drives everything ESPN does.

Not only do the ratings and interest drive what teams, and sports, are on T.V., but also who is on T.V. Rob specifically spoke about hockey and how some ESPN analysts and anchors don’t want to talk about hockey or aren’t the most knowledgeable about it, and the fans can sense that. That’s why ESPN specifically has Steve Levy, Barry Melrose, and John Buccigross do hockey coverage, because they are the most knowledgeable and the ones that fans most respond to and want to watch. This is just another way in which ESPN is driven by their ratings and their fans.

Another major theme I took out of this was the idea of the behind-the-scenes people being the driving force behind ESPN. You hear it all the time, stories about the “unsung heroes” on sports teams and in different professions, and ESPN is no different. Rob talked about how they hire people at ESPN that are essential to making the whole process work, but you will never know their names because they are never on T.V. or in the spotlight. A specific example was made about one guy who was a NASCAR expert, but if you took him out of ESPN, he probably wouldn’t be able to find a job because NASCAR is his life. That also applies to a lot of the other behind-the-scenes workers who focus solely on one sport or area of coverage. You may not know who they are, but they are essential to keeping ESPN up and running. It’s not just the personalities and celebrities you see on T.V. every night.

One last theme I took out of this was something Rob said in the very beginning, and that was that he never thought he’d get to this job. He grew up wanting to be a cartoonist and worked in a newspaper to start out, and now he is one of the top guys in all of ESPN. It just goes to show that you never know what can happen in this, or any profession really, and that if you have a dream, you should go for it. It’s good to hear that from someone in Rob’s position because a lot of the time when someone is in as prominent of a position as he is, they’ll act like they are above everyone else. But Rob was the complete opposite. He was down-to-earth and able to connect with us, a younger audience, by talking about the time when he was in our shoes in college, and how he never imagined he’d get to where he is today. He just proves that if you work hard, you’re ambitious, and you’re good at what you do, anything is possible.

Andrew Battifarano/Judy Cohen/Sarah Kirkpatrick posted on February 29, 2016 at 5:22 pm

Listen to Smooth JAS Episode 3! https://soundcloud.com/andrew-battifarano/smooth-jas-episode-3

Vanessa de Beaumont posted on March 1, 2016 at 1:22 am

I did not watch Saturday night’s epic tilt between the Golden State Warriors and the Oklahoma City Thunder.

I did not see Stephen Curry’s triumphant, record-breaking, game-winning, 32-foot buzzer beater live.

I did, however, see it several times on Facebook, Twitter and Instagram. ESPN made sure of it.

If it seems that there’s even the slightest bit of bitterness in my tone, it’s because, well, I’m quite frankly exhausted with any and all things related to the Baby Faced Assassin. Our tremendous guest, Mr. Rob King (who’s personal qualities I will commend later), described anything to do with No. 30 as “crack” that his sports-loving audience flocks to, but I must say, it has quite the opposite effect on me.

I know that, despite the vast majority of people who are enamored with Curry (after all, he did cite the impressive data analytics), I am not alone. You see it all the time. For nearly every major athlete in the world, there is the hater battle cry: “This guy is so overrated.”

But what they’re saying isn’t quite what they mean to. What they’re really trying to say is, “This guy is so overexposed.” Back to this point shortly.

As my classmate Timmy Lagos described, King spent a considerable amount of time outlining the aforementioned data collection and utilization process, all of which I found to be tremendously interesting. He explained the curation of content, ensuring at all times that 80 percent of his audience be happy, and then detailed some of the particular programs which make that metrics gathering possible.

He even summarized all of these things into an answer, once and for all, to age-old question: “Why is my favorite team not on SportsCenter?” For a few minutes, I even bought his response, with all of his flashy statistics and easy disposition.

But still, I couldn’t wave my inner, disgruntled fan away. As it turns out, I had a good reason.

Of all the technology King mentioned, SpredFast most caught my attention. Via his explanation, I gathered that the software relayed to ESPN what their fans, followers of ESPN’s social media, discussed across a variety of online platforms. Would it not follow, however, that at least a portion of what motivated that discussion was the content posted by ESPN itself? After all, if I see that there’s a trade rumor involving Al Horford on their Twitter, I’m vastly more likely to respond.

Media has always had the power of agenda setting. The responsibility of swaying popular opinion is huge because it is so easily done. Obviously, no one is coming to SportsCenter for unbiased breakdowns, but is it not entirely possible that, by selecting what to focus on, ESPN, the flagship of sports media, the veritable mecca of all things highlights, analysis and player news, is influencing what people want to see?

I’m sure that, as King likely would have attested, come the NFL season, Odell Beckham Jr. consumes an enormous amount of attention. He’s talented, he plays in a tremendously sized market; it all adds up. But even despite his jaw-dropping catch, if all network conversation around him had abruptly stopped, would people care?

In essence, I firmly believe that this process is not as linear as King depicted. It’s not simply the consumers telling ESPN what they want to see. It’s a cycle. They see an amazing play. They talk about it online. ESPN spends six minutes discussing it on SportsCenter and posting the highlight to every available forum. The consumers relive it, and further break it down, then go hunting for more information about the athletes involved, which ESPN provides (and so on, and so forth).

Even I, however, can’t decide where it begins or ends. How did the Red Sox and Yankees matchup get to be so popular in the first place? Likely because of media coverage. As someone who was an avid follower of (if I’m being perfectly honest) an irrelevant sport, equestrian, I frequently heard complaints about how broadcasts, when they even occurred, would take place at odd hours in the night. What would happen if a big-name sports network were to suddenly make a tremendous fuss over such a little-known competition?

Perhaps nothing (or worse). Not everything, after all, has the same potential for widespread appeal. But maybe, should they get the opportunity to watch more of his highlights, national viewers would earn more respect for a top-flight receiver like Allen Robinson – a member of the one NFL team King said didn’t make it into the Top 100 squads sports fans cared about.

At what point does a pioneer like ESPN stop regurgitating the same few names because they’re the most popular? As I mentioned earlier, the practice has already begun to sour. Every major sports fan has a name they can’t stand to see pop up. Tim Tebow? Conor McGregor? LeBron James? JJ Watt? Tiger Woods? Tom Brady? Ronda Rousey? Johnny Manziel? And yes, now, Steph Curry.

I appreciated King’s candor about the negative qualities of ESPN. Respectfully, I’d like to add this to the list. It will never be the thing to take down the titan, but, should a vibrant, innovative group begin showcasing less-known but equally (or more) impressive talent, the household name may soon have some serious competition. For this reason, I commend their exploration of the unknowns through their #SCTop10. If only some of those people weren’t the oversaturated in the making…

Now, a quick word on King himself. Wow. I didn’t know what to expect, but after a tight-lipped reception a week ago, this was a breath of fresh air. Of all the fantastic things he had to say, perhaps my favorite was his journey.

As a writer, I often toy with the possibility of spanning the gap into television and broadcasting, but too frequently see the median between the two as an insurmountable wall, a barrier cautioning me to stay on my side. I was heartened, however, to hear that King spent the better part of his career working in “the newspaper business.”

His determination to pursue work as an editorial cartoonist was both amusing and inspiring, reminding me that any dream worth pursing may not always readily be in reach.

Many of my peers and I have almost tangible aspirations, but often, we dismiss them as being unreachable. It would seem that, according to King, so long as your legs keep churning in the direction of your passion, everything will be fine.

After all, as he described, there’s a home for everyone, and he sure made ESPN seem like such a desirable one!

Alex Greenberg/Alex Smith/Zach Halperin posted on March 1, 2016 at 1:09 pm

Listen to Episode 5 of The Shorr Report!

https://soundcloud.com/user-872962998/shorr-report-episode-5

Natalie Robson posted on March 1, 2016 at 9:21 pm

When Steph Curry plays like this, it makes me feel better as in it completely continues to legitimize and solidify his NBA Finals victory over my beloved Cleveland Cavaliers. It makes me feel better because he clearly isn’t a flash in the pan. He is a once in a generation talent that could POSSIBLY dethrone King James…THERE I SAID IT.

One thing that stuck out to me from our conversation with Rob King was the notion of analytics and that data drives companies like ESPN and their content—data from people like us. Sports is increasingly becoming a business built around the needs and wants of its audience, much like King said. Therefore, like Vanessa was saying, that is why ESPN won’t let us forget about that game winning three—that’s what the people want, that is what drives our business.

I think this definitely taps into the direction sports journalism is headed these days, a lot of our presenters have talked about writing these fluff pieces about player’s hair, because that is what their audience wants. One thing that stuck out to me most is when King told us that this is no longer a business where we can tell people what they want to know—they drive us. I think a lot of people are afraid of that, but I don’t think ESPN is. Maybe it is because they are the leader in sports journalism as far as audience, or maybe it is because they embrace it instead of fighting it. I think King was refreshing in the sense that he wasn’t hung up on the fact that journalism is changing, but rather he was excited about the opportunity to adapt. I think journalism needs more people like this. We need to find ways to overcome the changes and find creative ways to deliver our message to our audience. I am being nothing more than philosophical here—I have no idea how I would do that, and if I did I would go right to Shark Tank and sell my idea to give myself a little wiggle room instead of living pay check to pay check as the “starving” journalist. But, in all seriousness this drives back to the point of passion. If you have the passion to want to succeed and be in the business of journalism, you will find your way.

I am in the business of honesty, and I can honestly say the second Rob King sat at the front of our room Thursday night I was completely star struck. At first it was because of his kick ass job at ESPN, but then when he started to speak so eloquently about ESPN and every calculated move they make about the analytics and content alone I was completely impressed. The best part about King was he seemed just so genuinely relatable and knowledgeable, for lack of a better term he wasn’t just a pretty face sitting in the boss’s chair—he was the real deal who knew the inner workings of each part of his department. I really respected that level of commitment to his job. Additionally, it was clear that King just frankly enjoyed his job—I felt myself constantly thinking I wanted something similar for myself one day.

After class I went up to talk to him. At first I was nervous because I really didn’t know what to say—I know I couldn’t talk to him intelligently about analytics, but I decided to just give it a go. I literally just told him thank you because I appreciated his time and I really appreciated the picture he painted for the class. He showed us that hard work and dedication will really pay off if you just stick to it—and passion will take you far. He left me with a line I think I really needed to hear, especially since it isn’t very common you seem to find people being positive about jobs in journalism these days. He told me “you are going to get where you are supposed to go, you just don’t know how to get there yet.” Ya this was pretty simple, but it really resonated with me—this business is going to get hard, that is inevitable. You are going to have late nights and terrible articles, but at the end of the day, if you put in the time and your passion, eventually you’re going to get where you’re supposed to go.

Haley K. King posted on March 1, 2016 at 9:29 pm

If I learned one thing from Rob King, it is to take a chance and follow your dreams. One of the first things King said to us was, “The reason I said yes (to speaking at our seminar) was because when I was your age I never would have told you I’d be sitting in the chair I am today.” He told us to follow our own journey, to never discredit any offer we receive and think about how every opportunity can fit into the bigger picture. He told us to “make big decisions in our lives and expect big things to happen.”

After listening to King speak during last week’s seminar, I’ve determined that ESPN is so successful because their mission is so simple. They aim to serve sports sports fans, anytime, anywhere. And they have built their entire brand around that one mission statement and stuck to it. Because their brand identity is so strong, their messages don’t get convoluted, and people get what they want out of it: sports coverage.

ESPN is smart. They understand their audience—but more than that, they understand that there’s no such thing as a “mass audience.” Different people are consuming different content, at different times, via different media day in and day out. Yet, ESPN understands the heart and sole of what it means to be a sports fan. As King puts it, “sports isn’t a passion it’s a pathology.” He knows this, and ESPN knows this.

The bandwidth that exists at ESPN is impressive and innovative because ESPN has done the impossible—they have found a way to employ their fans. ESPN’s on air personalities are arguably some of the biggest sports fans the world has to offer, which is how they keep their viewers so engaged and coming back for more. ESPN understands the concept of engaged employees—they have created a brand around people who are passionate about what they love, and in turn, love what they do. King clarifies that ESPN’s talents and passions extend far beyond the faces we see on camera. He says that “ESPN has lots of great behind-the-scenes people whose names you will never know,” and emphasizes that their excitement and motivation supplies ESPN with its backbone.

King also clarifies, that ESPN does have major competitors. But not in the way we may traditionally think. He says, “our competition is for your time—not against other sports networks.” King is right, it’s not that the Sports Broadcasting giant doesn’t have competitors, the problem ESPN faces is a changing audience—one that is becoming less patient, and more independent—the digital world allowing that audience to personalize their own online experiences. That experience may or may not include ESPN.

The last take-away I have from the panel is that Rob King should be ESPN’s key spokesperson—the man speaks solely in sound bites.

I mean, come on: “At ESPN we don’t worry about being the first 140 characters, we worry about being the best 140 characters.”

In King’s words, “since sports fans only communicate in one of two ways, either cheering or booing,” I applaud the decision to bring Rob King into the classroom.

Gabbie Chartier and Ashley Boitz posted on March 1, 2016 at 9:48 pm

Listen to Sports Chat with Gabbie and Ashley episode 2!

https://soundcloud.com/gabbie-chartier/sports-chat-with-gabbie-and-ashley

Taylor DiChello posted on March 1, 2016 at 10:00 pm

Erin Andrews, the ESPN reporter who had a video taken of her naked in a hotel room by Michael David Barrett in 2008, who testified in court today, said that “ESPN required that she give a sit-down interview to refute the accusations [that she leaked the videos for publicity] before she was allowed to go on the air again”, according to the New York Times (Source: http://www.nytimes.com/2016/03/02/business/media/erin-andrews-trial.html?smid=fb-nytimes&smtyp=cur).

While this doesn’t have much to do with the actual seminar and certainly wasn’t any wrongdoing of Rob King, I thought it spoke a lot about ESPN as a news organization, who made Andrews prove she was telling the truth by having a sit-down interview before going back on the air when a lot of wrong and inaccurate reporting happens, especially with the fast outpouring of information to the internet.

But, maybe that’s just the nature of the beast. Or, maybe it speaks to one of the problems that Rob King said ESPN had, trusting its sources. He said in the seminar, “That’s always been the case that depending on your sourcing you have to believe, trust and cultivate sources that are reliable.” Are ESPN employees not reliable sources?

I find it ironic that the method ESPN uses in trusting its sources is not the same protocol followed for its own employees. Nevermind the fact that journalists are ethically supposed to stand by their sources, yet ESPN didn’t even stand by its own reporter.

But I digress. The media giant, as Professor Shorr points out, does a lot of things right and deserves just as much credit for the right they do as it does backlash for the wrong they do. They are always thinking about what we as consumers want and deliver that as best as they can. And, even when they do deliver what we want, we still get mad at them for not doing well enough. If it were me, I would have thrown the towel in by now, but ESPN just keeps innovating its delivery in the news through new technologies just to keep up with its consumers high demands.

I’m especially interested in the “deeply personalized experience” in sports we have to look forward to 5 years down the road according to King. I’m excited to have exactly what I care about and what I want to see pop up on my tv instead of having to look for it, God forbid.

Overall, Rob King as a person makes a room feel small. He’s passionate, energetic, and knows how to connect with an audience. He made me, and I’m sure a lot of the other kids in the room nervous about their futures, feel like I can go anywhere in journalism, especially with the education I’m receiving at BU. It’s no surprise he’s the Senior Vice President of News and Sports Center and a lot of people are lucky to have him as their boss.

julie aiello posted on March 2, 2016 at 9:04 am

Growing up, watching ESPN was ingrained as part of my my early morning routine with my dad. I worshipped the ground Linda Cohn walked on and waited patiently for the next the personalized touch Stuart Scott added to a home run announcement. But somewhere along the way, I lost interest in ESPN. With the availability of sports information littered throughout the internet, ESPN became, to me, the place to verify information but not necessarily the first place to go for sports news or entertainment. It quietly slipped into the shadows of my young adulthood.

Going into last Thursday’s class, I brushed up on some recent criticism of the place in the middle of Connecticut that brought so much joy to my mornings as a 7-year-old. I was prepared to sit and listen to King with a large dose of skepticism. From what I had read, there was a good deal of negativity being thrown around about ESPN. If ESPN was “the worldwide leader in sports,” what exactly were they doing to lead the way?

What I didn’t expect to get out of the class was to understand the weight of that statement, “worldwide leader in sports”. King helped me see that to be a leader in sports, ESPN must do things differently than other institutions. In order to stay relevant, it must follow the analytics and data in order to garner interest in topics, address those topics, and come up with a creative way to fit those topics into a show. It must constantly adapt its view of the company’s future, as when King said ESPN was looking to personalize its content much like the new Apple TV does. ESPN must check, double check, and be 100% positive that a source is accurate before running a story. And it must take the heat for not running a story fast enough because that’s the information driven society we live in. With the power of being the self-proclaimed leader in sports comes great responsibility, and with King I could feel the weight of ESPN trying to meet everyone’s expectations while staying relevant in a ratings-driven society. For as much criticism as ESPN receives, it sure does a lot to try to make (and keep) us ever-changing viewers happy. These efforts are often overlooked by viewers (myself included) because it’s easier to criticize and point out what’s wrong than to praise an already thriving company on what they do right.

King’s well-formulated and genuine responses reminded me why I loved ESPN as a kid: it was captivating. Whether it’s because I fell off the cable wagon and switched over to internet as my main priority or because I didn’t feel like Steven A. Smith should still have a job at ESPN after he reminded women during a rant about Ray Rice’s actions to “make sure [they] don’t do anything to provoke wrong actions”, I had forgotten what ESPN used to, and what it still has the potential to, be. Being captivated by King’s responses mirrored the way I used to feel as a kid and gave me hope that ESPN is truly striving to be better, to fulfill that promise to sports fans that they are the leader in sports. King embodied everything I thought ESPN wasn’t anymore: honest, professional, innovative, passionate, and driven. ESPN is not a machine, it is held up by people like King, humans with individual stories, who are constantly coming together to think of ways to make the audience come back time and time again.

Are there still things ESPN could do better? Absolutely. I’m not implying that the company doesn’t have some major flaws (sex-crazed employees, a semi-documented culture of sexual harassment). These are absolutely issues to me, but that’s for another day. To me, though, King’s visit to our class left me feeling hopeful despite the negative aspects of the company. Seeing how passionate King was about his job and how honest he was about his path to getting there was the bigger take away. Other speakers we’ve had in this class have really made the journalism situation seem bleak and unforgiving. King’s cool nature provided me a different look into what a career in journalism can actually be like if you enjoy what you do and are striving to make your company a better place.

Emily Tillo posted on March 2, 2016 at 10:17 am

I woke up at 6:30 on Sunday morning to play the first round of our season-opening tournament in South Carolina. As I was getting ready, I decided to turn on the TV, mainly just to serve as background noise and a mindless distraction from the nervous energy building up inside of me.

I had been watching college basketball on ESPN for a few minutes the night before, so this was the first channel that popped up. I didn’t change it, because within a few seconds ESPN had lured me in.

So, what was “The Worldwide Leader in Sports” showing that propelled me to actually stop what I was doing and watch? Highlights from Steph Curry’s record-breaking performance on Saturday night. So much for the death of highlights, right Awful Announcing? I turned on the TV with the intention of being a passive listener and ended up becoming an active participant in what was unfolding on the screen in my hotel room. I immediately did more research to find out about the Warriors’ victory on Saturday night. I also wanted to learn more about Steph as a person. I was intrigued…and who wouldn’t be after watching someone score 12 three-pointers and tie the NBA single-game record. Thanks to ESPN, Steph Curry now has another fan.

On Sunday night, I read Professor Shorr’s blog post and couldn’t help but laugh. I realized two things: one, I wasn’t the only one who was enamored by Curry’s unbelievable performance. Two, ESPN is doing a darn good job in living up to its missions of “serving sports fans anytime, anywhere” as well as in “moving emotion,” as Rob King mentioned at last week’s seminar.

You can argue that I got sucked into the “cycle” that Vanessa talked about in her post. However, I disagree with Vanessa’s viewpoint that ESPN, in choosing to “influence what people want to see,” is a negative, manipulative thing. Instead, I see it as ESPN simply feeding the beast (a theme we’ve touched upon in previous seminars)…and by “beast” I’m referring to ESPN’s expansive audience of sports fans and their thirst for the latest and most interesting sports news. The noteworthy performances speak for themselves, but it’s ESPN’s job of taking it one step further and using this content to create connections with its audiences. “It’s not just what we put on, it’s how we put it on and how we connect with people,” King said. Sports is a form of entertainment, after all. We have to remember that entertaining content is what drives ESPN’s business, which is why, unlike Vanessa, I see no problem in ESPN fueling the Steph Curry mania…we, as fans, want to know more, and as King said, “What you want to consume drives our business.”

The problem with listening to what its fans want, however, is that ESPN’s mission, King mentioned, changes every week: “Trying to serve fans is a worthy mission. It’s going to take you in a lot of places because fans are not all the same. There is no mass audience. There’s a massive audience of individuals.” ESPN serves a different purpose for each person that decides to visit its website, use its app, or tune into SportsCenter. These “personalized experiences” that King says will drive ESPN’s business model in the next five years, speak to the changing nature of the sports journalism business and of ESPN’s ability to view change as a positive stimulus for organizational growth.

I believe Mr. King has played a leading role in shaping ESPN’s business model, particularly because it seems the only constant in King’s life has been change. He went from being a man who “didn’t know much about TV” to the SVP of SportsCenter, which garners over 100 million viewers each month. He wasn’t afraid to make the career change from print journalism to broadcast journalism, and I believe he brought his open-minded, innovative mindset to ESPN, which I think the company desperately needs to leverage if it wants to stay afloat in the years to come. This is especially true in a world where “adult swim and minecraft” are considered ESPN’s competition, King emphasized.

ESPN had a tumultuous 2015, filled with layoffs, declining cable subscriptions, the shutdown of Grantland, and a split with Bill Simmons, which tarnished its image and caused many people to wonder how it could get back on top. But I didn’t sense any bit of nervousness about the future of ESPN in King’s demeanor at all. Instead, I saw excitement: Excitement about the “digital explosion,” excitement about using data analytics to “defy conventional wisdom,” and excitement about “failing fast” in order for ESPN to keep moving forward. Change, King helped me realize, is something that must be embraced in order to succeed.

Anna Padilla posted on March 2, 2016 at 10:24 am

The entire time Rob King spoke I was enamored. Maybe I didn’t know what to expect. Besides his impressive resume there was nothing to precursor his knack for storytelling or his giving out gems of wisdom. But all that aside it was the fact that it was like sitting down in front of the secret keeper of sports, the gate keeper of T.V., and the psychic of future technology.

Then it was scary. I realized he had so much control. He was like the king that didn’t know he wore the crown. But he kind of did.

“It is tireless to try and keep up with what audiences want,” he said. I’m sure this is true. But from everything he said (the data analysis, social media stalking, the algorithms) it began to seem like ESPN isn’t keeping up with the audience but shaping what the audience wants.

Rob King says ESPN’s shows like SportsCenter are showing us what we want to see, that they are “serving the fan”. I believe that is all true and King made it very clear that the feedback that is given out on Twitter and other platforms is some of the most important pre-show material.

But at some point in his talk it dawned on me that King and his team, what I envision as pods of sports fans and tech geeks scheming together, are pushing so hard to keep up with fans that they are actually surpassing them.

Chicken or the egg.

King made it sound almost like, while journalistic at heart, ESPN is not serving the news as it is or as it is happening. But serving it as the public wants to see it. And serving it as ESPN believes will get the most clicks.

Several of my classmates asked King questions about this subject: journalistic integrity versus ratings. Does ESPN sacrifice the former for the latter? King’s response was that as long as the base journalism (facts, double checking, sources) is right and good and true, then ESPN isn’t sacrificing covering Steph Curry way more than baseball.

Who is telling who what is important? Or in what way we want to receive our news?

ESPN or us? I still don’t know.

Jake De Vries posted on March 2, 2016 at 10:55 am

As sports fans, and especially as future sports journalists, we are very critical of professional sports journalists, especially those at ESPN. Almost every class we talk about something questionable or unethical that ESPN has done in the last week, whether it be seemingly biased reporting (a la Peyton Manning) or an employee saying something inappropriate offset (many examples of this, take your pick).

Rob King really summed this up for us when he said, “We’re not interested in being the first 140 characters. We’re interested in being the best 140 characters. We become part of the story whether we report it first or don’t report it.”

Well, Mr. King., now that you put it that way…

We all have our feelings about ESPN, but after hearing what King had to say about the organization, I think our skepticism has (at least temporarily) been put to rest. King is a smart man, and there is no doubt he’s right that ESPN will be apart of the story when it comes to any sports news coverage. So that made me think… why in the world would ESPN ever knowingly do anything wrong or questionable? It just wouldn’t make sense. Hearing what King had to say, similar to what Julie said, made me feel like the little kid that was captivated by SportsCenter again.

No matter how we feel about ESPN from our critical and professional perspectives, we should remember one thing: ESPN captivated us when we were children. I think that’s safe to say about everybody in our class. Part of the reason for our love and passion for sports is because ESPN was there every step of the way, making every sporting event seem electric, and showing off the sickest highlights of the day. Many of us owe our love of sports to ESPN, so it was refreshing to know that they have people like King, who admitted “There’s no way on earth I could have ever told you I’d be at this job,” paving the way.

I think we were all blown away by the analytics that ESPN uses to develop and enhance their product as well as our experience as consumers. To understand ratings and metrics is one thing, but to constantly and successfully tinker with your product and improve those metrics is impressive. King gave us an example of when hockey fans complained that ESPN’s hockey coverage wasn’t good enough. They decided to put Scott Van Pelt with Buccigross, Steve Levy, and Barry Melrose, and the problem was solved. From a consumer’s point of view, who doesn’t want to watch those guys talk about sports? They could talk about curling and still make it fun and interesting.

I believe that King also reassured us that there will be a place for us in this business. Starting with a dream to be a cartoonist, King never envisioned himself making it to ESPN. He talked about how they love to hire niche talent, such as their NASCAR “Rainman” and fantasy sports gurus. That’s encouragement for us to just be ourselves. It’s important to remember that we shouldn’t have to settle and work for a company whose values don’t align with our own. King mentioned that people at ESPN so badly wanted to change the manner in which Stuart Scott hosted SportsCenter, but Scott said no, and the company realized how important it was to let him be himself up there. For the person in the room that isn’t afraid to shine their big personality in broadcasting or the person who’s an expert in horse racing, there will be an employer that appreciates your talent and there will be a place for you in sports journalism.

Rachel Blauner posted on March 2, 2016 at 11:37 am

After reading my other classmates posts, and listening to what they had to say, I realized I missed an amazing seminar. Hayley and I were talking about it the next day, and she emphasized how great Rob King was at speaking and that she thought it was the best seminar yet. But, after looking through all the posts, I can get a gist of what happened.

Every since I was little, my dad and I would watch ESPN. My dad would always say, “Honey, flip it to ESPN!” when he wanted to hear updates about his favorite team. Now that I’ve gotten older, I realized that ESPN is almost like the sports reporting parent that gets the information right for its children (other sports reporting organizations). One of our classmates paraphrased King, saying that ESPN does not want to have the first 140 characters, but the best 140 characters, and I think that describes what they do perfectly.

When I want to find out correct information about an athlete’s injury, or a scandal, or even just a game synopsis, I look to ESPN. When I google search something about professional sports, ESPN is always one of the top choices, and if it’s not, I go to ESPN anyway. But, I never really think about all the people that go into making ESPN stories credible and true.

Timmy talked about this in his post. He mentioned that ESPN is no different than any other organization in the sense that they have “unsung heroes” who do all the little things to make the big things great. The example of the NASCAR expert stuck out to me because his entire life is NASCAR, and if he did not have the job at ESPN, he might have to find work outside of what he loves.

Another point I read trending throughout the posts was that Rob King was so impressive because he did not think he would ever get to ESPN. One of our classmates brought up the point that King was a cartoonist at first, not knowing where his life was going to take him, and now he’s a top dog at ESPN. His story gives our generation of sports journalists hope. We always hear from our professors or from people we know in the field that it’s about what you know, but almost more importantly, who you know. As a senior heading into graduate school here in the fall, it’s refreshing to hear from King that you don’t always have to know exactly what your plan is.

Even though I wasn’t able to attend, I think a great point to take away from the seminar, which Hayley talked about, is to follow your dreams. King said he said yes to talking to us because he never thought he’d be where he is today when he was in our position. At work, I always ask people in our office, whether it’s Alex Corddry, or Koon Lam, etc. how they got to where they are. It’s extremely beneficial to ask these questions because everyone’s story is unique and a lesson can be learned from each one.

The bumps in the road help us grow in our profession. The only way we will exactly know what we want to do or who we want to be is by getting out in the real world and trying different things. King went from writing to ESPN. We have to use stories like his to inspire our own stories.

We have to remember that the ride to our destination might not always go perfect, but a smooth sea never made for a skilled sailor.

Doyle Somerby posted on March 2, 2016 at 11:48 am

Finding the Somerby television on anything other than ESPN was a rarity during my childhood. I am an only child, raised by two sport fanatics. My dad sticks to hockey while my mom watches everything she can get her eyes on. ESPN does not only show highlights, they start trends. Without portraying players in college or professional athletes, there would not be any role models. Two peoples brands come to mind when I think of ESPN; Stephen Curry and Jeremy Lin. Two completely different career paths, however, both started as overnight superheroes. Linsanity started in New York overnight because of a buzzer beater and parlayed him into making upwards or 50 million dollars because of how hot of a commodity he was, ultimately to become an average player. While Steph Curry became a superstar during March Madness with Davidson, however, he has done the rest on his own. ESPN now just connects the West to the East coast so people can see Steph’s superhuman shots in the morning with their breakfast.

Now, being a hockey fan, I was always bitter about the lack of coverage my favorite sport got. It has gotten better with Barry Melrose and John Buccigross no doubt, however it is still lagging significantly behind the other sports. With saying that, as I got older I realized that what drives them is the ratings. Basketball, football and baseball because those three sports dominate the market. Lebron James, Steph Curry, Kobe Bryant; people want to know where they are, what they are doing, and what they tweet.

It is a simple phenomenon. With the technology that ESPN has at its disposal, they can create over night sensations, they also will create the next Steph Curry. Strictly because, an average high kid in hight school who is being overlooked by college coaches will sit in the gym and become a lethal perimeter shooter by practicing Steph Curry’s shots. Personally, being a fan of sports growing up, I did not go to many Red Sex’s or Celtic’s games but, I spent hours upon hours at Gatchells pit recreating Manny Ramirez’s bat flip after a homer or replicating the way C.C Sabathia broke into the majors with the hat pulled slightly to one side on his face. I pulled my baseball pants up to my knee’s when I played catcher because that is what Jason Varitek or when I pitched I pulled my pants to my ankles because of Keith Foulke. I tried between the leg moves on the court and fancy spin-o-rammas because of Allen Iverson. When I started playing football in the 4th grade I got two penalties for re-enacting Willie McGinest and Richard Seymour’s sack celebrations. I did not know any better, all I was doing is what was celebrated and shown on television over and over again by the guys on the posters on my wall at home.

ESPN understands how to drive a market. They are quick, accurate and the are extremely powerful. They deserve to be on top. While they face criticism from Patriot fans, or Johnny Manziel supporters, or hockey fans; it does not matter. ESPN drives the market because they produce a product that effects everyone. Kids grow up dressing certain ways and doing certain things while they play because that is what they see on sport center or college game day. Sport center is one of the main reasons why I fell in love with the idea of broadcast journalism when I was a kid. Finally, on a side note, ESPN has reached new heights with products such as “Inside the Lines” “E:60” and my personal favorite “30 for 30”. These shows give a live look into players lives and allow kids to relate to the upbringing athletes had which, shows them that making it is a realistic shot. Not only does it relate to people, it shows this generation of kids why basketball players wear baggy shorts now (Fab 5, Michigan) or why the U is the most hated college program (It’s all about the U part I and II) or what happened to Len Bias after he was drafted second overall to the Celtics.It shows how quickly things can become positives or how quickly something negative can occur.

ESPN gives the people what they want, when they want it. It is as simple as that.

Dakota Woodworth posted on March 2, 2016 at 11:58 am

“When I was your age I never would have told you I’d be sitting in the chair I am today.” Instant relief.

Every time I hear someone say that his or her path was an unexpected one, I get a little more hopeful that everything is going to work out. Majoring in this field I’ve felt like I’ve been surrounded by people who have known what they want to do career-wise since before the even got accepted to Boston University – and here I am, a second semester senior, still trying to figure out what it is exactly that I want to end up doing. If Rob King can make that big of a change at age 42 and be as happy as he is at a company he’s that passionate about, then I have hope.

I found it funny when King spoke about how SportsCenter differs from news because everything is on a schedule. He’s obviously right – games start at specific times and you can guess pretty accurately to when they all end – but hattricks and shutouts and Steph Curry shooting from 35 at 47% is not on schedule (well, maybe he is at this point). They still have to figure out what highlights to include and how long to talk about them.

I loved that he said that the anchors talk about the things they are actually interested in – they aren’t told exactly what to cover and what to include – if they like basketball, they’re gonna talk about basketball, if they like football, they’re gonna talk about football. Hearing that instantly made the network seem more genuine to me.. these people are just talking about things they’re interested in and dedicated to presenting it in a way that attracts people that are just like them. I love that.

I’ve always been a little bitter about the lack of hockey talk on SportsCenter, but have found a little solace in Buccigross (he also shows love to the women’s side which is great – mostly on twitter). But it’s pretty impossible to argue that they should actually get equal time – the truth is that hockey just isn’t as big as basketball, football or baseball. ESPN clearly recognizes this, but that’s why they are so successful. They understand the market so well and give their audience (at least the majority) pretty much exactly what they’re looking for almost every time.

Stephanie Tran posted on March 2, 2016 at 11:58 am

What a breath of fresh air. After the media relations seminar week that left us with more questions, I think this week was a little bit different. I seriously would have sat there for many more hours listening to Rob King, Senior Vice President of News and SportsCenter. His detailed, honest and eloquent answers gave me some hope about my future and also calmed some fears of mine. I don’t know whether it was his body language, his tone of voice, or just wealth of knowledge that just kept our whole class engaged, but it was a sight to see.

At the beginning of the seminar, Rob King opened the discussion by giving an overview of how he got to where he was. Of course, over time many of his goals and aspirations changed and he just went where the journey took him. What resonated with me the most though was his discussion about always wanting to be a leader and mentor to journalists. Someday I want that. I want to help others grow and become better professionals or leaders themselves. Rob King has done that – just look that the company he has a hand in keeping afloat.

ESPN is the worldwide leader in sports; there are no questions about that. I never really thought about this until the in-depth discussion Mr. King had about the process of being the best. To be the best and most watched means a lot of work goes into data mining; finding out what sports, players, trends and topics the audience is interested in watching or reading. They have employees that just stick to this job, which is just absolutely amazing.

I agree with Julie when she said, “ESPN is not a machine, it is held up by people like King, humans with individual stories, who are constantly coming together to think of ways to make the audience come back time and time again.” What makes ESPN special is that they hire individuals who are amazing and passionate at what they do; whether that’s in front of the camera or behind the scenes.

Yes, ESPN has their share of mistakes and wrongdoings, but who doesn’t? ESPN strives to be groundbreaking and constantly adapting to the world of technology to serve their audience. I think their mission statement says it all, “to serve sports fans any time anywhere.” Their constant innovation to bring audiences a personalized experience separates them from the rest of the field. They know that what people do and read is what drives their business and not the other way around. I think this understanding about the business allows them to think outside of the box to bring new and fresh content to ESPN.

The important thing to take away from this whole discussion is that every single individual who is headed into this profession is unique in their own way. Each person brings something to the table that may just make you hirable in the industry. Exploit your strengths and show the employer what you can bring to their company. It doesn’t matter if you start out big or small, someone is going to take a chance on you that will be the catalyst to the rest of your career. I know my first job will not be my last job. Life will bring changes and new experiences that will lead the way to new careers and possibilities. Rob King is one of the best examples of this.

Being the best takes work. Know your strengths and use them to your advantage.

Justin Akiva posted on March 2, 2016 at 12:10 pm

“#SportsCenterTop10,” is how Rob King, senior vice president of SportsCenter and News, answered me when I asked him how Boston University was able to make it on the top 10 plays twice in two consecutive weeks. To be honest, I didn’t believe Rob when he said that this was the way ESPN was finding most of its news and highlights. Having someone look at a Twitter feed with hashtags relating to SportsCenter? How is that reliable? Especially with all we discussed in the past seminars about how Twitter isn’t the most reliable source. However, like King said, “social is built in the fabric of how we think and report and it has to be. It is central to how we serve you. This is not a fad.” With this in mind, after a couple days, I decided I would see how serious he was about it by scrolling through the feed #SCTop10 to find Sarah Hope’s buzzer beater score at the BU women’s basketball game, and it took me almost an hour to scroll about 15 days back. The amount of highlights people were posting on Twitter to get seen was unbelievable. I think I saw over 200 tweets about Jamal Murray’s dunk. It was just ridiculous that ESPN, which seems to have no competition (even though according to King that isn’t true), has taken advantage of Twitter to find its top plays rather than watching the actual sport.

After, scrolling through thousands of tweets with the #SCTop10 and finding Hope’s buzzer beater, I thought about how many of them were about Stephen Curry. The Golden State Warriors MVP was all over it and I started to think maybe this kid could be the next legend in the league. Oscar Robertson and Phil Jackson had some remarks about how they have already seen players like this and how he isn’t anything special. Robertson and Jackson have both seen a lot of basketball and I hate to disagree with them, but they are crazy if they truly believe that. The Big O said, “He’s shot well because of what’s going on in basketball today,” referring to the defense of NBA teams. The Big O might be right when he talks about the James Harden’s of the league, but not every player is like that. Curry has shown time and time again he is the real deal, from his shot in Game 3 of the New Orleans Pelicans playoff series to his shot a couple nights ago. Curry has brought something to the NBA that people have never seen before and that is why he is special. However, it is only during his time at Davidson and these past two years that he makes the cut for ESPN. What about the seven years between those two events? Oh right, he was Mr. Glassankles and had the scouting report of a 50th pick in the draft. He led the team to its first Elite Eight in over 50 years, but even after all that, his report still stated, “he’s not a natural point guard that an NBA team can rely on to run a team.” I bet that guy feels dumb just like the Minnesota Timberwolves team that chose two point guards in a row over him. Alex Smith explain that one too me. Curry wasn’t good enough for ESPN, but now he is and that irks the hell out of me.

No disrespect to King, but this is exactly why I can’t watch ESPN for more than 20 minutes. To me, the way ESPN does business is like a bandwagon fan. They do some amazing data research and then throw whatever has the best data on screen, which ends up satisfying 80 percent of their viewers. Like a bandwagon fan, they find the best player and ride them as long as they can. Don’t get me wrong. ESPN does a great job of following their mission statement, “To serve sports fans anytime anywhere,” but it makes me feel that all these sports fans are bandwagoners. I bet half of those alleged sports fans couldn’t tell me who Stephen Curry was when the Golden State Warriors logo had an actual warrior holding a lightning bolt. I guess if you think about it, ESPN is doing what they seek out to do, so maybe I should just blame their viewers. I guess ESPN is pretty smart when they only have team sites for 81 out of 100 teams. Once the new Steph Curry walks in the door in six years, they can just throw out the old one and make the new one part of the 81 teams they cover, just like they did for the Cleveland Cavaliers when Lebron James came back. ESPN is doing an incredible job satisfying their viewers, but why do most of their viewers have to be so fake? Isn’t half of the fun in sports rooting for a team from the very start and sticking with them through thick and thin?

Like the rest of the students in the class, I found King to be an amazing speaker and could have listened to him talk for another five hours, but there was something that actually irked me. Vanessa mentioned that he was not like the tight lipped speaker, Michael Jurovaty, we had the previous week. But there were some things he did keep sealed tight. When Professor Shorr asked him, “What happened with Bill Simmons?” I was ready to jump out of my seat with an answer. I have been waiting so long for this, but instead I got a list of all of Simmons’s talents and “Bill and I are friends.” Mr. King graced him with his compliments and it was great to hear how talented Simmons was, but all he gave us was a basic answer. “It got to the point where he had to take it somewhere else,” King said. I completely respect King, but when he did that, it showed me that whether you’re from the Patriots or not, you still have to have some of that Patriot manner, and this was not the only time King had done this. It continued when Professor Shorr asked him, “Should the Pats get their pick back?” King answered, “I believe this will be dissatisfactory for a long time.” King was definitely engaged in our conversation and was an unbelievable guest, but he was still working for ESPN, just like how Jurovaty was working for the Patriots when he was speaking with us. At one point, he even asked himself, “Can I tell you this? Yeah, I think I can.” King knew what he could and could not answer, and I think some of us were so star struck that every word from him was what we wanted to hear, so we did not even think to question him, unlike with Jurovaty. King has been wearing the ESPN brand since he joined them and has not taken it off since.

King’s seminar was truly a breathtaking one and the way he described the future of ESPN was even more incredible. The 3-D golf demo he participated in sounded like an unreal experience, along with this idea that in five years, you can tell your television to pull up highlights of Steph Curry in the past and there is a split screen of him going live and past performances. If that does become a reality, I know that the shot from 32 feet out from this past Saturday will come on, and not only will I remember it, but I will remember the moment that King was the one who told me this was the future of ESPN.

“That’s where the journey took me,” said the aspiring cartoonist who would eventually become the senior vice president of SportsCenter and News. King went through so much to get where he is and he continued to explain how he is still on that same journey today. He definitely inspired many people in that room and I can’t wait to see where the journey will take him next.

http://www.nbadraft.net/players/stephen-curry
http://espn.go.com/nba/story/_/id/14870322/why-hall-famer-oscar-robinson-buying-stephen-curry-revolution

Dakota Randall posted on March 2, 2016 at 11:22 pm

This seminar really cemented something thats been a common thread for me though out this semester. It may seem obvious, and shouldn’t come as a surprise to anyone, but all of these guests we’ve had are really just people too, which is something we absolutely have to remember and respect when we encounter them as professionals.

RJ hunter is just another guy that wants to go out for dinner with his family. Jason Mastrodonato is just someone who sat through the dayside “hawk” shifts at the globe, like me. Michael Jurovaty is just another human being thats vulnerable to systematic brainwashing….

And Rob King is just another parent who’s Netflix account has been sabotaged by his kid’s obsessive viewing of Dora The Explorer.

Even though we all know better, it was difficult to not go into this seminar without expecting some soulless machine that we envision must embody everything about corporate ESPN.
However, I think we’d all agree that Rob was funny, informative, interesting, and absolutely brilliant in some respects. While I can’t say that i felt he was being entirely transparent the whole time, who ever really is anyway?

I admired a lot of the things he said about how ESPN operates, and what the future holds.

I have to say that I don’t agree with Vanessa about being annoyed by the constant barrage of Facebook links / stories that ESPN pushes about Steph Curry or whoever is hot at that time. Personally, I don’t consume a lot of my sports news through ESPN, and it’s pretty easy to just scroll down a little further.

The fact that ESPN continues to push material like this because of the remarkably extensive data-crunching that they do is something I, and Natalie seem to both appreciate. Journalism is changing, we all know that. It needs forward thinkers. While many of us may dream of having a long, fulfilling career in a vibrant print-newsroom environment, that’s just not a reality anymore.

Technology has come to far. Audiences’ attention spans are shorter than ever. As up and coming journalists in this fast-evolving digital age, we need to embrace these types of concepts and resources that ESPN is pioneering.

One final thing, I was refreshed to hear Rob admit that they made mistakes with trusting their sources, and with certain reporting. While when he explained that he sent a team of reporters to investigate the Peyton Manning story, I couldn’t help but wonder why didn’t you do the same for the Patriots, I appreciate that he was willing to admit and explain some of the things ESPN doesn’t do well.

The key, and obviously ESPN exemplifies this on a much grander scale, is to take your lumps, own up to your losses, and improve as a reporter.

Like Rob said, “Sometimes you’re just going to go down looking.”

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