Mobile ESPN, the the network's attempt at creating a cellphone company that never quite seemed to catch on with consumers, is set to shut down, hoping to "reinvent itself as a content partner of bigger wireless carriers," according to the Wall Street Journal. Not surprising, since we're probably the biggest Sportscenter watcher at mediabistro.com HQ and don't know a single person who owns an ESPN phone.

Just yesterday, an ESPN research person was at OMMA talking about the innovations to the product like the ability to watch NCAA games live.

Signs of trouble appeared earlier this year, when the company was said to have less than 10,000 subscribers, and had lost $25 million on the venture.

In ads, ESPN had billed the phone as the "Greatest Invention In The History Of the World. Ever."

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