By Hannah Miller and Lucas Shaw, Bloomberg

About 35 million households have stopped paying for the sports cable channel ESPN over the past 15 years. Another 30 million will join them in the next decade, according to internal projections. Jimmy Pitaro has a plan to win some of them back.

On Aug. 21, Pitaro, the chairman of ESPN, will introduce a new app offering thousands of live sporting events — including games from the National Football League and National Basketball Association — as well as fantasy sports and highlights. Pitaro hopes this new ESPN service, which will cost $30 a month, will be the first place any sports fan goes to watch live events, check scores or change the roster for their fantasy team.

Pitaro has been developing the platform for more than two years and calls it o

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