Sports Media with Richard Deitsch ESPN president of content Burke Magnus
Sep 24, 2025
Burke Magnus, ESPN's President of Content, shares insights on the network's operations and strategy. He discusses the exciting integration of AI for game summaries and personalized content. Magnus reveals ESPN's strong interest in retaining Pat McAfee amid contract talks. He also explains the rationale behind Doris Burke's new role and Tim Legler's placement in the top NBA booth. Additionally, he touches on ESPN's Super Bowl planning, its relationship with WWE, and navigating the balance between sports and societal issues.
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AI Expands Coverage With Human Oversight
- ESPN uses AI to generate game summaries for less-covered leagues while keeping human editorial oversight.
- AI also powers personalized "SportsCenter for You" episodes with human intervention for quality and pronunciation.
AI As Broadcast Enhancer And Judge
- AI can become a broadcast enhancement and even assist in judging subjectively scored sports.
- ESPN sees potential for AI-driven officiating feedback and predictive broadcast features.
Frame AI As Additive, Not Reductive
- Burke says current AI efforts are additive, not workforce-reducing, focusing on coverage expansion and innovation.
- Treat AI projects as enhancements, not replacements, while monitoring long-term impact.