At a standing desk in a corner office, King, 54, is staring at a screen that displays what looks like a stock chart. It’s ESPN’s “Producer Panel,” custom software for tracking what viewers are talking about on social media. A blue line represents the Brady story; a yellow one represents the upset by South Carolina over Duke in the college basketball tournament. King hits a few keys and adds Houston Rockets guard James Harden to the mix of trending topics. Harden made news the day before by wading into a debate about rest for NBA players; today he’s gaining ground on the missing jersey saga, which makes him prime fodder for the evening broadcast.
“One of the cool things about all this digital disruption is that you can know things about your fans,” says King, a former newspaper editor and 13-year veteran of ESPN who took over SportsCenter in 2014. “You don’t have to guess so much.” If you, loyal ESPN viewer, have ever sat in your living room wondering why you’re being subjected to yet another Talmudic discussion of “Deflategate,” King would argue it’s because that’s what you asked for.
Although he concedes that sometimes this approach to “social listening,” as he calls it, can lead to stories that seem overcooked, King points out that if ESPN ignores what’s happening on social media, it will simply lose viewers to Twitter and Facebook. “To me, it’s about respecting the audience,” he says. “Because they’re more sophisticated, and more ready to start digging into their own storylines, than we give them credit for.”