More fodder for the
college crowd

ESPN is tapping into college student's enthusiasm to build out its college sports coverage, reports MediaPost.

The network has created ESPNU Campus Connection, a hub for locally-produced college sports reporting and other content. ESPNU will developing relationships with various departments at colleges around the country to get game coverage, analysis and more.

Piper Jaffray web analyst Aaron Kessler points out arrangements in which mainstream media taps into college coverage can be mutually beneficial. Publishers, he says, get to "mix up [their] offerings," and contributors feel like they're "getting a voice and having an impact."

ESPN hopes such arrangements build viewer loyalty on campus and attract advertisers looking to reach those students.

The program was tested at Florida State, Syracuse and others, but will be rolled out to more schools in the new year.