Big Ten Announces Big Television Venture

Television sports programming grew even more complex Wednesday as the Big Ten announced its new national network, scheduled to debut in August 2007. Through a partnership with Fox, The Big Ten Channel (as it will be called) will carry continuous programming from the conference.

The new network plans to broadcast football, basketball, championships and tournaments, other sports and past sporting events. Each school will also provide 60 hours of its own programming. Initially, it will only be available to subscribers of DIRECTV’s Total Choice Package.

In addition, the Big Ten announced a 10-year extension of its relationship with ABC and ESPN.

Considering the evolution of specialized professional sports networks such as NFL Network, the new network represents a natural next step for the college sports world. Cash-strapped universities are seeking more exposure and new revenue opportunities, niche programming continues to grow, satellite and cable competition remains fierce, and the consumer has more choices.

At their best, these ventures provide appealing new programming choices for our living rooms. The NFL Network, combined with the Sunday Ticket package, has undoubtedly given football rubes the coverage and year-round spotlight they crave. I get my NFL fix during the season, and while I have little interest in watching a retrospective look at the 1980 Dallas Cowboys (especially on a sunny June afternoon), it’s there if I want it.

However, these ventures do not automatically equal success, particularly if distribution is weak. In 2004, the Minnesota Twins formed its own network, Victory Sports, to generate more revenue. But their price was too steep for most cable providers and the team was left without a regional television presence. The games eventually returned to Fox Sports Net.

It’ll be interesting to see if (and how quickly) the Big Ten’s venture expands beyond DIRECTV – and what new Internet-based programming options emerge by the time it launches in 2007.