Bornstein Named New Chief of Cable’s ESPN

Steven M. Bornstein, the driving force behind ESPN’s America’s Cup coverage, was picked to become president and chief executive of ESPN.

Bornstein, 38, had been the network’s executive vice president for two years.

Roger Werner Jr. resigned as president Aug. 29 to become president and CEO of Prime Ventures Inc., a new company that will oversee several regional cable networks.

“Obviously, when you get a job like this . . . you certainly question whether you can rise to the occasion,” Bornstein said. “I’m confident I can do that.”

ESPN is an 11-year-old all-sports network that is 80% owned by Capital Cities-ABC Inc.

Herbert Granath, chairman of ESPN and president of Capital Cities-ABC Video Enterprises Inc., said Bornstein “has played a key role in guiding ESPN to the top.”

“Steve was the front-runner from the word go, not only because he was next in line, but because he had the confidence of senior management at Cap Cities-ABC,” Granath said.

Bornstein said one of his goals was “to enhance vitality and awareness of baseball.” He said other goals were “increased coverage in sports news and information” and to “increase some of the offshore markets we’ve been developing in the last few years.”

This year, ESPN began a $400-million, four-year contract to televise 175 major league baseball games a year. The network, like other cable services, has begun broadcasting a version of its service overseas.

Bornstein joined ESPN in 1980 as manager of program coordination. He was appointed director of programming in 1981, vice president of programming in 1983 and senior vice president of programming and production in 1985.

ESPN has won five Emmy Awards and 13 ACE Awards during the five years Bornstein has supervised the network’s production. He pushed for ESPN to broadcast the 1987 America’s Cup from the Indian Ocean off Fremantle, Australia. The coverage was widely acclaimed.