Big Ten Network is "revamping its digital products by making all of the content generated by the schools available on BTN2Go," according to Michael Smith of SPORTSBUSINESS JOURNAL. BTN2Go users will be "prompted to select their favorite Big Ten school," and the app will then "change its look from all BTN branding to the colors and logos of the favorite school." Users also will "begin to see a new assortment of school-specific content, in an effort to get the most school and conference video available in one place." BTN VP/Programming & Digital Media Michael Calderon said, "We want BTN2Go to become the daily destination for our fans. They'll be able to personalize it and turn it into their school's app." He added, "What we've seen in the first four years of BTN2Go is that people use the app for live events. But we also have all this other great content that we produce and the schools produce that we have the right to distribute." The "next step will be integrating all of the content produced by the schools." During the last few months of the '15-16 season, Big Ten schools "averaged 60 video clips a week from news conferences, one-on-one interviews, insider shows and other sources of programming" (SPORTSBUSINESS JOURNAL, 8/29 issue).
SHIFT IN STRATEGY: In Chicago, Danny Ecker noted it is a "big shift in digital strategy for BTN," as 95% of BTN2Go's usage since its launch in '11 has "been live streaming about 500 televised games per school year on mobile devices." It also "streams about 1,000 more nontelevised live sporting events for a separate subscription fee." Calderon said that BTN2Go has been "downloaded about 3 million times, and video viewership has grown an average" of 79% each year (CHICAGOBUSINESS.com, 8/30). DIGIDAY's Sahil Patel wrote part of the redesign is also "aimed at growing subscribers for BTN Plus, which allows users to subscribe to additional live events from the entire conference or by individual schools." Calderon "declined to reveal subscriber numbers for the service." But he said that it has "been growing 'steadily' since launching three years ago." Calderon said that two-thirds of subscribers have "elected a school-centric subscription pass instead of the entire conference ... further fueling the decision to redesign the entire mobile app" (DIGIDAY.com, 8/31).
TOOT YOUR HORN: Illinois-based Int'l Truck on Thursday announced a deal to become the official equipment truck of the Big Ten and BTN for the next two football seasons. As part of the relationship with BTN and conference rights partner Learfield's Big Ten Sports Properties, Int'l DuraStar will be the featured equipment truck on the inaugural BTN Tailgate show this fall (Int'l Truck).
