Tech, talent and TikTok: Inside ESPN's survival plan

State of play: ESPN is planning to lean heavily into sports betting, streaming and its social media presence, executives told reporters Wednesday at its headquarters in Bristol, Connecticut.

• Its biggest priority is a forthcoming streaming service that will include all of its TV networks and its current streaming service ESPN+, which includes smaller sports and non-live sports shows.
• The service, for now dubbed "Flagship," will include integrations with ESPN Fantasy and betting within its app, as well as statistics, merchandising and commerce, ESPN Chairman Jimmy Pitaro said.

The company plans to use AI to help create a personalized version of its popular show "SportsCenter" for each user.

• "AI is not the awful, terrible disruptor that many people think it will be," Pitaro said.
• He said he believes the technology "will be very helpful and beneficial to the sports industry and to the sports fan."

Zoom in: A more personalized digital experience will require ESPN to try things once deemed too radical for the Disney-owned brand.

• ESPN will continue building out its nascent sports betting business as part of its $2 billion partnership with Penn Gaming by opening more retail sportsbooks and launching ESPN Bet in New York over the next month.
• ESPN account holders who have signed up for ESPN Bet will also see their accounts linked.
• It launched a "Where to watch" feature on its app that will show fans where to watch a game — regardless of whether it holds the rights.

Executives also stressed ESPN's commitment to building a social media presence, repeatedly touting the network's position as one of the most-followed brands on TikTok with over 47 million followers.

• It will continue to invest in its creator network, giving social media influencers unprecedented access to its events to help them go viral online

The big picture: While much of ESPN's focus is on tech and product changes, it's an ethos shift at the company that will define its next era.

• Executives emphasized Wednesday that they're willing to elevate opinion analysts who are apathetic to traditional editorial standards to serve the modern fan.

The most significant moment of the day occurred during a talent panel in which Pat McAfee — a viral YouTube sports analyst who now broadcasts his show on ESPN — slammed the media and questioned the integrity of its "journalistic standards."

• McAfee's comments weren't surprising, but what was notable was the support his ESPN colleagues, including several traditional journalists, gave him on stage.

• "I'm not looking at Pat McAfee for journalism. I'm looking at him for his opinion. I'm looking at him for his personality, for his antics, for his authenticity," SportsCenter anchor Elle Duncan said.
• "Recognizing the fact that the audience itself and the business itself is paying attention to the social media stratosphere, you have no choice but to have your hands on the pulse of the people, because they're telling you what they want, not just by watching your show, but what they're not watching," said ESPN host, analyst and journalist Stephen A. Smith.

Flashback: Pitaro took over ESPN in 2018. At the time, brands such as Barstool Sports were gaining serious traction with young people online by infusing social commentary with sports coverage.

• The network tried to lean into that zeitgeist by partnering with Barstool Sports on a show for ESPN2 the year prior, but ESPN got cold feet and the show was canceled after one episode.

The bottom line: As the cable business faces terminal decline, the company is less precious.

• "We need to set up this company to be relevant for the next generation of sports fans," ESPN's content president Burke Magnus said while explaining the network's new content reorganization plan.
• "The journalistic activity that I have has never gone away and never will go away. But in the same breath, I understand the industry has evolved," Smith said.