• by Wayne Friedman , October 7, 2005

Walt Disney's ESPN and ABC Sports divisions completed radical reorganization, making the company more vertical under programming, advertising, marketing, and technology divisions--moves that, in part, were triggered by senior executive departures.

One of the biggest moves is installing John Skipper as executive vp of content--in charge of all ESPN and ABC Sports television, radio, Internet, publishing, wireless, and broadband operations. Skipper essentially replaces Mark Shapiro, who was executive vp of programming and production for ESPN and ABC Sports, and left to become CEO of Red Zone, LLC, a private investment company controlled by Washington Redskins owner Daniel Snyder.

"Changes in our management ranks presented an opportunity to redefine our structure," said George Bodenheimer, ESPN and ABC Sports President and co-chairman of Disney Media Networks, in a press release. In a press conference call, Bodenheimer added: "What was driving this was content. If you had the luxury of knowing what ESPN is today, this is how you would organize the company. There is no fire drill going on here. We are moving from a position of strength."

Skipper had been a long-time ESPN advertising veteran who had the title of executive vp of advertising sales and ESPN Enterprises. Now advertising group along with marketing and affiliate sales--which Bodenheimer calls the "revenue" side of the company--will be headed up by Sean Bratches, who has the title of executive vp of sales and marketing. Bratches' responsibilities also include research and special events efforts.

Bratches had been president of Disney and ESPN Networks affiliate sales and marketing. Reporting to Bratches will be ESPN and ABC veterans Ed Erhardt, who will continue as president of ESPN/ABC Sports Customer Marketing and Sales; Ben Pyne, who will be promoted to Bratches' position, president of Disney and ESPN Networks Affiliate Sales and Marketing; Artie Bulgrin, senior vp of research and sales development; and Peter Rosenberger, vp of Special Events Marketing.

ESPN still has one position left to fill: a chief marketing officer of ESPN and ABC Sports. Lee Ann Daly, who had been executive vp of marketing at ESPN for many years, stepped down in August. Bodenheimer says a search is going forward.

This bigger reorganization follows a process started in a smaller way from its advertising sales group headed by Ed Erhardt. Some months back, Erhardt revamped his staff vertically along its media businesses. Now, with one call, an advertiser could talk to an ESPN account executive and buy media in any ESPN/ABC Sports area.

"They are looking to have a streamlined effect," said Larry Novenstern, senior vp of director of national broadcast for Deutsch Inc. "It will make it easier for advertisers. If you need ESPN The Magazine, the network, or the Internet, you can talk with the same person." Still, media companies making vertical moves can sometimes mean a rough transition.

"You have people selling things they are not comfortable with," said Novenstern. "There are speed bumps because there is a learning curve." In two other positions: Christine Driessen, executive vice president and chief financial officer, will continue to oversee all of the company's financial operations. Ed Durso, executive vice president, administration, will continue to oversee legal and government affairs, communications, facilities, human resources, and security.