And, just to shatter whatever faith you might have in the Freeploid's corporate overlords, they are betting heavily on the Gannett-wide Sports Media Group, which is meant to aggregate all sports news from all Gannett properties into a wonderful new multi-platform sports news network that, Hopkins says, "would challenge heavyweights ESPN, Sports Illustrated, and Yahoo Sports." You know, the established heavyweights with a multi-year head start on Gannett, well-established reader loyalty, and loads of attractive original content. Good luck with that.