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Swetha Kannan

Bangalore June 11 In an e-mail to Business Line, Ms Lynne Frank, Managing Director, ESPN EMEA, elaborated on the acquisition of Cricinfo.

What prompted ESPN to acquire Cricinfo?

Cricinfo is the largest and, we believe, the best cricket news and information site in the world and that's the reason behind the acquisition. The quality of the site is reflected in its journalism, depth of coverage and ultimately in its ever growing user-base.

What does this tie-up mean to ESPN?

Cricket is one of the most popular sports in the world; and ESPN is thrilled to bring fans, around the world, compelling sports relevant to them. For the past few years, we have been expanding our businesses across all media (TV, radio, magazine and Internet) and this is another opportunity to do that.

Will there be ESPN's branding in Cricinfo's Web site, magazine, mobile services etc?

The Cricinfo brand is strong and we intend to continue to use it. Our future plans include bringing ESPN branding to the Web site.

How will it complement ESPN's Web site?

ESPN and Cricinfo have had a relationship for a number of years. Our Web sites have been interlinked. ESPN.com, ESPNsoccernet.com and now cricinfo.com serve the needs of our fans and also clients who want more integrated and customised sales messages.

Going ahead, what are the plans in terms of content, marketing, promotions etc?

The plan is always to grow the ESPN brand globally and its profitability. It is also key to serve sports fans wherever sports are watched, listened to, discussed, debated, read about or played. Cricinfo is a great fit with our company's core capabilities and we can now serve those cricket fans. We will work with the Cricinfo team to best utilise the global ESPN assets to expand Cricinfo's user base and technological capabilities.

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