The New York Times writes:
After some hits and misses in creating content for cellphones, ESPN thinks it knows how to keep up with its fans as they go about their days. Cellphones and other mobile devices, says ESPN, are natural platforms for its content. Consumers waiting in line, riding a bus or sitting in a cafeteria will use their phones to watch sports commentary or to check scores just as often as they glance at their wristwatches or so the thinking goes. In ESPNs view, it is only a matter of time, and mobile technology upgrades, until phone watching is as common as phone calling.
People talk about it being the third screen, says John Zehr, senior vice president for digital video and mobile products at ESPN. I talk about it being the first screen because its the closest to you.