ESPN360 Paid content model

ESPN believes in paid content. However for selling its ESPN360 offering (an online version of its television channel), it has chosen a very different buyer segment-  ISPs.Instead of convincing consumers to pay for ESPN360 content, ESPN is taking a page from the cable television book and is selling ESPN360 to ISPs. If you're a consumer and want access to ESPN360, ESPN doesn't want your money. It wants you to help it convince your ISP that it's in your ISP's interest to pay ESPN so that ESPN360 will be available to all of its subscribers.Disney (which owns ESPN) and the NFL are also taking a similar approach and are charging ISPs for access to their content. According to Wired, even the MPAA is considering this paid content model too.