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Pack it In, Universe: ESPN Creating 'Brand' For Women

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The pink-hat brigades have won. Last one out of the universe, turn out the lights. ESPN is creating "espnW," a very special sports "brand" for very special ladies:

As ESPN vice president Laura Gentile notes, ESPN's own research finds "women see us as an admirable brand that has authority. But they see us as their father's brand, or husband's brand, or boyfriend's brand. They recognize it's not theirs."
Studio show yak probably isn't the answer. Seven of the eight types of ESPN shows with the lowest percentages of women viewers are studio shows.

But ... but ... women talk ALL THE TIME! I don't understand the world anymore.

Look, branching out into new markets is a natural operation of all business empires, but correct me if I'm wrong: Does the thought of a network that just couldn't understand why a nation grew so very weary of Brett Favre and LeBron James attempting to shape entertainment identity for an entire gender fill anyone else with unspeakable dread? I don't argue the need for more sports coverage, ever, but pondering where the Worldwide Leader's going to go with this ... If you'll excuse me, I'm off to carve out my uterus and fling it at a nondescript office park in Bristol in protest.

[ETA: espnW is being created as a "brand," not its own TV channel, at least not right away.]