The concept of TV markets as we have known them is dying a slow death. TV markets used to be all about a small set of channels available to a geographical area. If you could get on, you owned the market. As consumers received more choices, the Networks diminished. Cable changed everything in the 80's and continues to provide more choice to the consumer. ESPN is now a TV market of sorts, with 80+ Million TV sets that all pay to play. The markets now are controlled by cable and satellite providers and to some degree big channels like ESPN. You sign a deal with them, or your out. In less than 5 years they will have no distribution exclusivity. People will laugh when we remember the concept of 80 Million homes. Internet distribution means my web cam is in 3 Billion homes, just as many as ESPN. For a time, branding will matter, but as the public shifts to watch what they want and not what ESPN is selling, their model will die. The teams and conferences will own the product and will not need ESPN branding. They can contract with the great commentators as easily as anyone. They can produce and distribute quite inexpensively.

In this world, each product stands on it's own feet. There is choice and there are no geographical markets, just fans and the content they choose. Every team stands on it's consumer base without regard to geography. Does it matter if a team is in Boston or LA? Not if they don't watch. What matters is who is willing to watch you play, regardless of where they live.

The Big12 needs teams that will subscribe to the conference TV package, period. Market size equals watching fans, not the size of your city.

BYU brings with it a built-in base with the LDS church. It cannot be overstated the big plans the church has for BYUtv. BYU sports are an integral part of those plans. We have the backing of the LDS Church which will ensure far reaching, multi-lingual, quality content. BYUtv is associated with 3 universities and efforts are being made to make them a part of the Sports experience. BYU is pouring money into equipment, facilities, and production. Our fanbase has growth potential beyond any other school. We will produce more family friendly and diverse content every year and the sports side of it will by BYU athletics. As the quality improves, so will the number of people watching and BYU sports will directly benefit. Who else has that?

BYU has a sizable market already, but likely dwarfs any other school in market potential and long term financial backing. This is what the Big12 gets with BYU. All we need to grow together is good teams to play. No other school offers the investment nor commitment BYU does nor the potential audience.