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Thursday, February 11, 2010 to Rebrand as on April 4.

ESPN will rebrand its live sports centric Web property as starting on April 4.

Executives at the sports media giant said that the name change reflects the way the company increasingly views the site, as a full-fledged third network that complements ESPN and ESPN 2.

"We have approached this as a network for years, and as users have become more accustomed to engaging with content across various screens,it made sense to make adjustments that reflect both the product’s and the industry’s evolution,” said Sean Bratches, executive vp, sales and marketing.

However, will continue to be available only as part of subscription packages offered through specific Internet service providers, not to the general Web public. Yet ESPN says that the audience base for has grown considerably in recent years, and now encompasses 50 million homes.

When is relaunched in April, it will also roll out several new viewing enhancements, said officials. Currently the network allows fans to jump back and forth between up to 20 different sporting events in a single video player.

Sports featured on run the gamut, from the NBA to Major League Lacrosse to Professional Racquetball.

article By Mike Shields-mediaweek

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