MediaPost tells us of this surprising news that really is not so surprising:

As a pioneer in the mobile media space, ESPN has long seen the value of reaching fans on-the-go with sports scores, video highlights and specialized apps to feed their passion. But rather than view mobile as the oft-described “third screen,” the sports media powerhouse refers to it as the “first screen,” according to Michael Bayle, VP and general manager of ESPN Mobile.

In a keynote talk Thursday at MediaPost’s Mobile Insider Summit, Bayle explained that instead of determining how to shoehorn its programming from traditional media to mobile platforms, the process is now reversed, with mobile becoming the starting point.

“What’s taking preference now is to try get as ubiquitous as possible. Program and design from the mobile standpoint first, then extrapolate what could be applied for the PC, television and print experience,” he said.

Driving that heightened emphasis on mobile is that it represents ESPN’s fastest-growing audience.

Bayle pointed out that its mobile audience across its mobile properties has surpassed 20 million, with users spending 45% more time with ESPN mobile content in 2011 than the prior year. ESPN Mobile now ranks as the company’s fourth largest network and has 150,000 people plugged into its mobile offerings at any given time.

“Particularly from an international standpoint, [mobile] is the primary way we reach an audience.”

How will Apple, the iPad, the iPhone, the App Store and its cousins in the Android universe and elsewhere change television? Well, I'm glad you asked.

My top 10 changes in television viewing and accessing habits for 2015:

1. The majority of our spend on "television" programming will be on subscriptions and specific programs which are available to us anytime, in any location, on any device we choose.
2. Television shows will have a simultaneous 'second video channel'. That is, as you watch on the 'big' screen, you interact with friends, with other viewers and with those responsible for the program on your tablet (or smartphone).
3. Every program will offer a continuous feed which includes video that allows you to stay in constant contact with the show itself. 
4. Similarly, even standard sitcoms, realtiy programs and talk shows will be available on a subscription basis, a one-time purchase basis (e.g. yesterday's episode) and offer a variety of for-purchase packages. Think of purchasing only the top 10 list portion of the David Letterman show, or of paying for a subscription for a continuous web feed of Survivor.
5. During the course of a 'season' of a particular show, games will be available, optimized for tablets and smartphones, that are based on that show and which provide rewards not just for a specific player (e.g. you win a seat for our next live taping), but which allow game players to alter the course of the show itself. Yes, if enough players reach Level 10 of the new Lost game, we will re-stage the final episode.
6. DVRs will not exist.
7. Physical meeting spaces, such as pubs, will aggregate smartphone user activity on a localized basis. Programs will leverage this and offer contests between different locations and groups during the initial run of a program.
8. Viewers will regularly have personalized control over camera angles, audio feeds and video feeds.
9. Facebook popularity will be the primary determinant in whether a show lives or dies.
10. A recommendation engine, such as via Netflix, will include a service that provides users with beween 1-3 shows that they can watch at a particular time. The user will actively request this seeming limitation of choice.