Why not use "programme" instead of "Programming?"

For one thing, the word 'programme' is a Britishism. In America we spell it 'program.' Probably the reason ESPN prefers the longer 'Programing' is that they are thinking of 'program' as a noun. So programming is what they do to provide the viewer with programs. (It would not be incorrect to use the word 'program' the way you suggest; it's a matter of corporate preference, that's all.)

In broadcasting parlance, a single episode of a sitcom, or a crime show, or a news broadcast, or a baseball game is a "program", and all the programs you broadcast collectively are your "programming". The original name of the company was just "Entertainment and Sports Programming" (no "Network"), which was pretty descriptive.

Thank you both.