With fragmentation comes demand for federation. Where once live sports could be conveniently found by flicking through the abundance of channels lining a bloated cable TV package, these same events are now dispersed among OTT video services – increasing competition but confusing consumers. Against this backdrop, Disney-owned ESPN wants to steal a march as the go-to portal for live sports action, with plans to create a portal that will direct users to the dedicated streaming platform hosting their match of choice. Even, crucially, to ESPN’s direct competitors in the US marketplace, which are on the rise. This is not a masterstroke. It isn’t even an original idea. But it could prove to be a valuable tool for consumers. Monetizing it,…