Home Stretch: Our Outline

Thanks to Meg for really putting a lot of work into this!

Outline

1. Mission Statement:
How can ESPN attract a larger audience to its ESPN360 division? How can they use net neutrality in their favor expand 360’s audience while still bringing in a profit? This is important for a media company to accomplish in the competitive world of sports. Especially as the popularity of using the Internet as a main device in people’s lives continues increase. In this article we will be discussing the requirements needed to satisfy the customer by delivering rich coverage services and the avenues ESPN Inc. can take to make this a reality.
2. General Overview
a. What is ESPN360?
Discuss and define the ESPN360 with the following questions: What does it offer customers? How does it run? What are the components need to make sure it runs effectively? How much does it cost? What goes into making this production? Using the following articles:
i. Chmielewski, D. and G. Johnson (2007). “Broadcasting; NBA contract takes             digital leap     forward; The league’s new $7.4-billion deal with Walt Disney        and Time Warner includes online and mobile rights.” In Los Angeles          Times, Business Desk; Part C; Pg.
ii. Schneider, C. (2007). “WPRI Report: The benefit of cable competition in         Wisconsin.” In Wisconsin Policy Research Institute, Inc.,. (pp.1-34).            Retrieved in October 2007 from             http://www.wpri.org/Reports/Volume%2020/Vol20No4/Vol20no4.pdf.

b. What is Net Neutrality?
Discuss and define what net neutrality is by showing how is works. In this section we will be using graphs and illustrations and we will be referencing the following articles:
i. Peha, J. (2006) “The Benefits and Risks of Mandating Network Neutrality and the Quest for a Balanced Policy” Prepared for the 34th Telecommunications Policy Research Conference, Carnegie Mellon University (pp.1-23) http://www.ece.cmu.edu/~peha/ balanced_net_neutrality_policy.pdf“
ii. Wu, Tim, “Network Neutrality, Broadband Discrimination”. Journal of Telecommunications and High Technology Law, Vol. 2, p. 141, 2003 Available at SSRN: http://ssrn.com/abstract=388863“
iii. Jordan, S. “A Layered Network Approach to Net Neutrality”. International Journal of Communication, Vol 1, p. 1-34, (2007) Available at IJOC: http://ijoc.org/ojs/index.php/ijoc/article/view/168“
iv. Prüfera, J. and Jahn E. “Dark Clouds over the Internet?”. Telecommunications Policy, Volume 31, Issue 3-4, p. 144-154, (2007) available at Portal: http://portal.acm.org/citation.cfm?id=1238210“
v. Sidak, Gregory. (2007). “What Is The Network Neutrality Debate Really About” International Journal of Communication    http://ijoc.org/ojs/index/php/ijoc/article/viewfile/177/95
vi. Gilroy, Angela. (2006). “Net Neutrality: Background And Issues.” Library of Congress, Congressional.
vii. (2007). “The Broadband Debate: A User’s Guide” Journal on Telecommunications & High Technology Law..

c. Requirements
Discuss the requirements need for this ESPN 360 Application to run properly and cost effectively on both sides:
i. Consumer Demands and Needs
ii. Company’s Demands and Needs

d. Available Services Options
Discuss the different service options ESPN has to produce ESPN360. Use of graphs and illustrations will be implemented.
i. Membership (like Insider)
ii. Cable Providers Subscription
iii. Internet Only use Pay as you Go

e. Conclusion
i. Thesis Statement
ii. ESPN must use Net Neutrality in it’s Favor
iii. Recommended Plan of Action