ESPN Gets YouTubed

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ESPN Monday launched a channel on YouTube, stocked with 980 short-form clips that include ads from two initial sponsors, Under Armour and LG Electronics USA.

At www.youtube.com/ESPN, the sports network offers content including highlights from major sporting events, breaking news and original programming, including SportsCenter Right Now, a twice-daily capsule of top stories.

Disney-ABC Television Group and ESPN announced a deal in March with Google's YouTube to offer short-form content. Originally, ESPN's YouTube channel was scheduled to debut in mid-April.

Under the terms of the deal, ad inventory on the channel will be controlled by ESPN. ESPN also will make short-form content available through YouTube's player and the ESPN module will be featured on the YouTube Sports Homepage located at www.youtube.com/sports.

"We're looking forward to bringing ESPN content to YouTube's audience and helping our advertisers expand their reach within our channel environment," said Matt Murphy, ESPN's senior vice president of digital video distribution. "We're always looking for new ways to reach fans and create value for our advertisers. Working with the world's largest online video site accomplishes both."

Other ESPN content on the YouTube channel is to include clips from original shows Outside the Lines, E:60, Mike and Mike in the Morning, Pardon the Interruption, and Around the Horn.

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