ESPN has trumpeted its ESPN3.com offering as a breakthrough for years. Rightfully so. But now, the cutting-edge site is at risk of becoming marginalized.

TV programming executives agree that if a producer can't compellingly describe the conceit of a show in two sentences or less, there's trouble ahead. A hit is still harder to find than Susan Boyle, but a swift "Show Summary for Dummies" gives it a much better shot.