The Progress of the Big Ten Network.ppt

The Progress of the Big Ten Network John A. Fortunato, Ph. D. Fordham University College Sport Research Institute Conference University of North Carolina, Chapel Hill April 18, 2009 Big Ten Network Facts 20-year joint venture Big Ten Conference and Fox Cable Networks (Big Ten 51% ownership) Launch Date: August 30, 2007 First network to reach 30 million subscribers within first 30 days on air Programming 24 hr/day, 365 days/year Created to provide the conference with more national exposure Why Start the Network? Economic Business Model: Advertisers and Cable Subscription Fees ESPN $4 per month per subscriber Outreach 98 million homes Approximate subscriber revenue $4.7 billion Why Start the Network? Brand Exposure/Outreach Public Relations Nature of the Sports Fan Criteria for Success Brand Exposure/Outreach: Agreements with cable companies Viewership: Ratings Public Relations/Brand Building The Sports Brand Sports teams/leagues thought of as brands Brand Quality/Image Brand Awareness Brand Equity The Sports Audience Loyal Satisfaction of emotional needs Fan Identification Consistent in Behavior Interest in favorites teams’ games Interest in games when rival teams are playing Public Relations Literature Advocates for the organization Most Positive Light Control Image Eliminate Media Gatekeeper Big Ten Network Outreach Distribution agreements with more than 250 cable operators (Comcast $.70/month) Inside the 8 Big Ten states: expanded basic level (Philadelphia: digital service level) Outside the Big Ten states: cable operators can make it available on any level Video-on-Demand Online Streaming Big Ten Exposure: Programming Approximately 400 live events annually Football: 35-40 games (each team guaranteed 2 appearances per year) Men’s Basketball: 60-65 in-conference games (each team approximately 15-20 appearances per year) Women’s Basketball: 50-60 games, plus as many as 9 Big Ten Tournament games (each team approximately 8-10 appearances per year) Progr