Time Inc. Launches Digital Sports Network for Short Attention Spans

120sports

The channel 120 Sports goes live with segments lasting 120 seconds

Do you love sports but can’t focus for more than 120 seconds? Time Inc. has just launched the perfect network for you.

120 Sports launches today as a downloadable app for iOS devices and serves as an all-day sports video repository delivering up-to-the-minute clips from the MLB, NHL and NBA. Users can swipe from sport to sport and search clips for their favorite teams or athletes. Social media is expected to be the live blood to 120 Sports which its president Jason Coyle describes as “moving at the speed of Twitter.” While initially, the network will only be available live from 6 p.m. to 2 a.m. ET, the network will eventually run 24 hours a day.

Also read: NBC and Time Inc. Team Up for ‘Sports Illustrated’ Swimsuit Issue Special

The network’s name “120 Sports” was coined from the fact that each sports clip will be approximately two minutes long.

The digital channel faces some challenges; the service currently doesn’t offer NFL video content and Fast Company describes the channel so far as a bunch of “dudes sitting around talking about sports.”

However, the ambitious network promises to change the way sports fans get their news.

Also read: Time Inc. Spinoff Struggles In First Day Trading Amid Reports of Looming Layoffs, $1.3 Billion Debt

“120 Sports has been years in the making,” Coyle said in a statement to the press. “…And as digital media consumption continues to grow, the time is right to launch a network that provides sports fans with a new way to consume their sports news and entertainment.”

Time Inc. shareholders seem to be thrilled by the news and shares of the company have remained steady, rising nearly 16 percent since the magazine conglomerate’s separation from Time Warner earlier this month.