MEDIA
01/16/2009 05:12 am ET | Updated May 25, 2011

ESPN Unveils Significant, Clutter-Free Redesign Of ESPN.com

ESPN.COM is counting on less clutter and more advertising options to bolster revenue at a time when its sister cable channels are battling rare weakness.

ESPN, the Walt Disney Company's sports media behemoth, is unveiling Tuesday a substantial redesign of its primary Web portal in a test form, with a formal introduction planned for Jan. 5.

About a year in the making, the overhaul represents at least one significant shift in strategy. Instead of inundating visitors with its intense coverage of every major sport from the get-go -- something that the company now believes can drive away certain fans -- ESPN.com is moving in a less-is-more direction, at least on the home page.

"If we are frustrating people, they're not going to spend as much time as we want on the site," said John Skipper, ESPN's executive vice president for content. "There can be a thing as too much."

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