Neil Best leaves no stone unturned in the world of sports media.

ESPN tries not to 'beat it to death' in covering LeBron James saga

Humankind's failure to invent a viable time machine has left us all in a difficult spot for the next six weeks:

Rather than flash forward to early July, we must endure an endless barrage of reports and speculation regarding where LeBron James might next bounce basketballs while not bouncing checks.

ESPN, not generally known for its restraint in covering big stories, hopes to ease our pain by not overdoing it on this one.

That's the goal, anyway. John Skipper, the network's grand poobah of all content, said he and other top executives discussed this matter Tuesday morning before the annual "upfront" presentation to advertisers.

"We spent some time discussing how we take care to cover what is probably the biggest non-game story of the next 40 days," he said. "Clearly, a huge story. We want to cover it. We want to be there. But we did talk about making sure that we modulate what we do so we don’t overdo it.

"It’s always a difficult matter for us. We’ve got a lot of platforms, a lot of shows. We watch a lot of them. You [sports media reporters] watch a lot of them. We have to try to think about what the average fan watches and cover it but not beat it to death.

"Let’s just be cognizant of what we’re doing, pay attention. It is 40 days. We’ve had an initial burst because everybody’s interested but let’s pace ourselves. We’ll be a little careful here."


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