ESPN ready for its close-up

During its 30-plus years in existence, ESPN has shined by giving its audience unprecedented access to the deep, inner workings of numerous sports organizations. Sure, ESPN has entertained us for more than three decades, but it has never forgotten its role as a leader in breaking sports news. In fact, it's become so good on both fronts, ESPN has become news itself.

Realizing this and tipping its cap to transparency, the communications department is leading the charge as ESPN prepares to launch on March 30. The new corporate blog will offer a window into ESPN's culture. Questions about the company's stance on key issues will be addressed here. And a key factor: a comment-posting functionality to allow for two-way communication.

The blog will be updated daily. Topics will focus on ESPN's people, the employee experience there, and behind-the-scenes activity, among other things.

ESPN has reached iconic status in the minds of many sports fans, so this blog feeds the natural hunger of so many people who have always wanted to know what it's really like there. And if the introductory video is any indication, promises to be as entertaining as it is informative.

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