ABSTRACT
ESS, a 50/50 joint venture between ESPN and STAR, was created in 1996. ESS owns 11 television networks including ESPN Asia, ESPN India, ESPN Taiwan, ESPN Singapore, ESPN Philippines, ESPN Hong Kong, STAR Sports Asia, STAR Sports Hong Kong, STAR Sports India, STAR Sports Taiwan, and STAR Sports Southeast Asia. ESS is aggressively pursuing markets in Asia and as part of this strategy, is ‘localizing’ production and various ‘SportsCenter’ franchises. It recently launched its 10th international version of the popular TV show in Japan. ESS depends heavily on a variety of major international sports to maintain the interest of its Asian con sumers, who are avid consumers of the English Premier League (EPL) football. ESS’ live coverage of Wimbledon, the F1 circuit, and the US Masters Golf Tournament also attracts large audiences across Asia. According to Wolff, as the business continues to grow, the greatest challenge for ESS is escalating broadcast rights fees.
