MSM blog - ESPN blogosphere???

So ESPN is launching a "blogosphere".  What does it mean for the main stream media to have a blogosphere?  Is this still a blog if the post is still sent through a series of editors?  Isn't the same as posting an article for them.  Does this make Simmons writing  an article or a blog?

I also thought that ESPN were going to give Brian credit since they have Rodriguez as the front of the home page for the blogosphere story.  However they are acting like they have everything that you need to know in thier "blogosphere" and perhaps even created the concept.  They have "liftoff" and "everything covered" according to them.   I wonder if they are going to cover every play of every game.