ESPN, Like ABC, Looks To AOL For Distribution

Michael Learmonth | April 8, 2008 10:40 AM

sportscenter.jpgESPN, an online behemoth in its own right, has decided it could use some additional distribution. ESPN inked its first online video syndication deal with AOL to put clips of shows shows like "SportsCenter" and "Pardon The Interruption" on AOL Video and AOL Sports. ESPN clips will also be indexed by AOL's video search engine Truveo.

The deal gives ESPN more distribution for video, and potentially more ad revenue, while AOL gets more content that, while not exclusive, differentiates it from other video aggregators. The deal is similar to ESPN corporate sibling ABC's video deal with AOL -- also that network's only portal deal.

It's a significant departure for ESPN, which syndicates video on mobile devices, but has thus far kept Web video restricted to its own sites. That's been a successful strategy: The company says it served more than 105 million videos a month last year. ESPN was the 13th largest purveyor of Web video in February with 4.5 million unique video views, according to Nielsen's VideoCensus.

Like ABC, ESPN video will be served via a proprietary player that includes advertising that can't be skipped. No terms of the deal were disclosed. In ABC's AOL deal, ABC (DIS) pays a fee to the portal based on the number of viewers delivered.

In addition to ESPN, AOL (TWX) extended its deal with TheStreet.com (TSCM) for another three years. Content from TheStreet will be featured on AOL Money & Finance and on BloggingStocks.com. No money changed hands in the deal.

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