The NYT writes: After some hits and misses in creating content for cellphones, ESPN thinks it knows how to keep up with its fans as they go about their days. Cellphones and other mobile devices, says ESPN, are natural platforms for its content. Consumers waiting in line, riding a bus or sitting in a cafeteria will use their phones to watch sports commentary or to check scores just as often as they glance at their wristwatches - or so the thinking goes. In ESPN's view, it is only a matter of time, and mobile technology upgrades, until "phone watching" is as common as phone calling.