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SBJ/October 17-23, 2011/CollegesPrint All
Editor's note: This story is updated from the print edition.
Now that the Big 12 appears to have a future that includes the University of Oklahoma, the school has resumed its plans for a branded TV channel that will launch with the start of the 2012 football season.
While school officials have investigated several models of ownership and structure, from a digital network to video-on-demand, a linear TV channel will be the backbone for all of those other elements, industry sources said.
The Sooners are expected to seek distribution of their TV channel into Texas.
But OU has recommitted to the Big 12, where schools are permitted to retain and exploit their third-tier TV rights, and with that it has continued talks with potential partners on a school-branded channel. Third-tier rights are the games not picked up by the Big 12’s media partners, ESPN and Fox Sports.
The Sooners are working with Learfield Sports, their multimedia rights holder, on the channel.
“We’ve been presented with some options that we’re considering and our eye is on selecting the one that will be most effective for us in the long term,” Oklahoma Athletic Director Joe Castiglione said. “We never really took our attention away from those conversations, although as we considered moving to a different conference, [starting a channel] could have become a moot point. But we’ve stayed in touch with those interested parties and now we’re moving closer to a decision with our focus still on fall 2012.”
Oklahoma has had off-and-on discussions over the past year with potential partners that include programmers such as Fox and ESPN, and distributors ranging from Cox, the dominant cable operator in Oklahoma, to Comcast and others. Cox holds the key to distribution in the state of Oklahoma, which has about 2 million TV households, but school officials also hope to find distribution outlets outside of the state as well, particularly in neighboring Texas.
They have long considered north Texas as a logical home for their content, but the new Comcast RSN in Houston presents an intriguing possibility that would carry Oklahoma programming deeper into the state. That channel — Comcast SportsNet Houston — will carry the NBA Houston Rockets beginning in 2012 and the MLB Astros in 2013. When those teams aren’t playing, though, the Comcast RSN will need additional sports programming.
Content from OU’s channel could be syndicated to Comcast for use in the Houston market, which would give the Sooners a boost in their distribution efforts outside of Oklahoma and important exposure behind enemy lines in Texas.
Whether Oklahoma owns the channel outright or shares ownership with a distributor or a programmer remains to be seen. The Sooners are not expected to follow the University of Texas’ model on the Longhorn Network, which is completely owned by ESPN. The network is paying Texas a $300 million rights fee over the next 20 years to run the channel.
As with Texas, an Oklahoma channel’s programming would carry at least one live football game, a handful of basketball games, re-airs of archived games, Olympic sports, shoulder programming and coaches shows.
Other Big 12 schools, such as Kansas State and Missouri, are driving more programming to digital channels through their official websites. There also had been some Learfield-led discussions about the eight schools in the league — excluding Texas and Oklahoma — pooling their rights into a channel, but those have been on hold since Texas A&M began to pursue membership in the SEC.
Fox, meanwhile, is opting to wait before deciding whether it will reopen its recently negotiated contract with the Big 12. The Big 12 signed a 13-year, $1.17 billion deal with Fox last April for the conference’s cable rights that will go into effect in July. Since then, Texas A&M departed the Big 12 for the SEC, and TCU has taken the Aggies’ place. Missouri’s future with the conference remains uncertain.
Staff writer John Ourand contributed to this report.
The Pac-12’s sales arm, Fox Sports Enterprises, is on the street selling founding sponsorships for the conference’s inaugural football championship game.
The conference and Fox have jointly agreed not to offer a title sponsorship for the game this season, but no decisions have been made on future games. The conference decided it wanted an uncluttered look on the field and the Fox Sports TV broadcast as a way of emphasizing the Pac-12’s own branding, as opposed to a title sponsor’s branding.
League officials and the Fox sales team already have been surveying likely sites, such as Arizona State, Oregon and Stanford.
“The philosophy for this inaugural game is to keep the field and the venue as clean as possible,” said Jack Trompeter, director of corporate sales for Fox Sports Enterprises, which also represents Conference USA. Trompeter wouldn’t comment on the cost of the sponsorships. “We’re really using a ‘less is more’ strategy for sponsorships.”
Trompeter said his sales team targeted current Pac-12 corporate partners first. Those partners include Pacific Life, Bank of the West, Sunkist, Dr Pepper, Verizon, UPS, MFS Investments and others. The conference and Fox hope to have founding sponsors finalized by mid-November before announcing the list. They’re also offering secondary sponsorship positions.
This is the only season Fox will sell the championship game. Its role running Pac-12 Properties contractually expires in June 2012. The newly formed Pac-12 Enterprises will handle sponsorship sales in the future. Former IMG executive Steve Kerepesi has been hired to run sponsorship sales for Pac-12 Enterprises, where he reports to President Gary Stevenson.
Even though this is Fox’s only season selling sponsorships for the football game, the conference is expected to accommodate sponsors that want multiyear deals.
Fox will have access to signage around the stadium for its championship game sponsors. There also will be an activation presence for sponsors outside the stadium, Trompeter said.
One thing the game will not offer this season is a centrally located fan fest because there are too many variables in play with the different sites. Some campuses might not have the space around the stadium to build a fan fest, so the conference discarded the idea for this season.
The conference does hope to install some elements of a fan fest around the stadium to give sponsors more activation platforms, depending on the venue.
Any existing signage will likely be covered if the school controls the stadium, as is the case with Arizona State, Oregon and Stanford. Schools that don’t control their stadium this season are UCLA at the Rose Bowl, California at AT&T Park and Washington at CenturyLink Field. The Huskies are playing in Husky Stadium until November, when it will begin renovations. Washington’s season finale against Washington State and a potential championship game would go to the Seattle Seahawks’ stadium.
“If it’s a school-controlled stadium, we have more flexibility in terms of offering exclusivity in-stadium,” Trompeter said. “But we expect to have plenty of signage assets available, from static signs to the video board, entrance, exits, that kind of thing.”