Merrill Lynch: Time to pull plug on Mobile ESPN

Cory Bergman July 19th, 2006

Merrill Lynch analysts Jessica Reif Cohen and Michael Kopelman say “it’s time for Disney to pull the plug on Mobile ESPN,” the media company’s branded phone service. They estimate ESPN will sign up 30,000 subs over the course of this financial year, well short of estimates of 240,000. Meanwhile, ESPN says they have no plans to shut it down. “While sales have been slower than expected, we have added retail distribution outlets, introduced a new thin handset and have enhanced marketing efforts,” an ESPN spokesperson said.