ARE YOU READY FOR SOME FOOTBALL?
I know I am—it’s one of the best times of the year, as
college football starts anew. After an offseason marred with scandal (and I have zero
interest in rehashing what I mean), I’m excited to see the pursuit for the
2012 BCS title begin. Amid the controversy is all the money that comes with it: bowl money, realignment issues, sponsorship dollars,
etc. Above all others, one source of revenue looks to continue as the biggest ticket item:
television.
On August 14, the Big East’s hired CBS executive VP Mike Aresco
as commissioner of the new-look conference,
making it clear the conference was going all in on creating its own television
network. The conference turned down a deal from ESPN in May 2011 rumored to be
worth $11 million per school, in order to hold out for more money… then saw
Pitt, Syracuse, and West Virginia (arguably three of it's most attractive schools) all bolt for greener pastures.
The gold standard in the world of college sports and
television deals is now and will continue to be the Big Ten. The Big Ten
Network, going into its fifth season, is pushing the pinnacle of what
conference networks can achieve year in and year out. The August 20 issue of SportsBusiness Journal named Big Ten
commissioner (and mastermind behind the Big Ten Network) Jim Delaney the #2 most influential figure in college football. Few things seem to stand in the way of the BTN—it’s first half-decade has been
marked by constant negotiations with local cable companies to carry the network
to their viewers. Just recently,
the Big Ten Network came to a temporary agreement with DISH Network, allowing
it’s 14 million subscribers to catch the opening weekend games mere hours
before kickoff.
SBJ recently satdown with BTN President, Mark Silverman, to discuss the future of the burgeoning network power. Silverman’s
focus seems squarely focused on digital/mobile, believing “we need to make sure
our programming is available no matter how our viewers want to watch it.” The
introduction of BTN2Go streaming media is the heart of their strategy, as more
people are watching on their smartphones, tablets, and computers; anywhere but
in front of a television. The network is also looking to grow the international
presence of the network, working with all 12 member schools’ alumni
associations to spread BTN2Go.com to their target audience.
With what many of us have learned (either in classes or on
the job), digital media is a huge portion of the present and future of sports
business. The Big Ten is, as my favorite school says, “the leaders and best” in
the NCAA with their digital media presence. Time will tell whether the Pac-12,
SEC, ACC, or Big “12” (let alone Notre Dame and Texas) can find the same
success the Big Ten Network has had in its brief existence.
Do you see anyone catching up with the BTN? Post in the comments below!
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