The emphasis for Rutgers is growing the brand. If Rutgers can just command a small % NYC we will be in great shape. If you notice, everything from marketing to recruiting has a big New York component. We are finally at a place with enough resources to build this. I don’t think the Big Ten is going to watch us grow, only to kick us out in a few years.I work in the television and media industry for one of the big 3 (Viacom-CBS, NBCUniversal, ABC Disney). I will say this (and this is my opinion based on where things are going) - linear TV is going away soon (ie cable boxes). Content will be shifted almost entirely to apps/streaming. The reasons why are another discussion, but it basically comes down to it’s much easier to track viewership numbers on your own platform than relying on Verizon/Optimum and things like Neilson which is the only true currency for selling ads because of its neutrality.
Because of this, things like carriage fees and media markets will become essentially meaningless when it comes to rights negotiations. It will be about what brands draw the biggest eyeballs. This is why the Big Ten added USC and UCLA - it was less to get BTN on LA television packages (10 years from now there will be no cable TV). They were added because there are NO bigger national brands available at the time. This is the same reason the SEC added Texas and Oklahoma.
Hence, this is the reason why the next schools the Big Ten will target are brands like UNC, Clemson, Notre Dame. Unfortunately with the ACC GOR the $$$ for court wasn’t more than the value they’d bring so those brands weren’t available, hence why they took USC and UCLA.
This is the reason why “Ga Tech having the Atlanta market” means nothing. And why Cal/Stanford for the “San Francisco market” also means nothing. The money will be with the brands, not the TV markets. Also the reason why UC couldn’t strong arm the B1G to taking Cal as a member. They are absolutely terrible in all sports and don’t really have much tradition of winning in the major sports the way other available brands do.
Does this mean eventually the leagues kick out members like RU, Wake, Vandy etc? I don’t know and I hope not for our sake, when the “NYC market” isn’t something we can bring to a negotiating table anymore. But we’ll cross that bridge when we get to it and hopefully we bring enough value (ie eyeballs to our games to sell ads $$) someday when the time comes.