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I'm sure people are not going to be short on an opinion when it comes to this topic..

Big Ten Network takes battle to public

July 19, 2007

BY MARK SNYDER

FREE PRESS SPORTS WRITER

The Big Ten Network is coming.

Whether it appears on your TV remains to be seen. But that hasn't slowed the network from getting the word out.

Beginning July 9, the BTN jumped heavily into Big Ten territory, aggressively marketing the network to 29 cities and regions -- including Detroit, Flint, Saginaw, Grand Rapids, Traverse City and Lansing.

Full-page ads boosting Michigan and Michigan State ran in the Free Press last week, and radio and TV spots have emerged loudly, as well. Billboards are in the works for the coming months.

The ongoing battle to secure distribution, however -- which has become a public battle between the BTN and Comcast -- continues behind closed doors while the ad campaign is out in the open.

The timing seems interesting given the recent war of words, but BTN officials insist the July campaign launch was scheduled months ago. "It was always planned," BTN vice president of communications Elizabeth Conlisk said. "The ad campaign is really our opportunity to brand the network."

It's also an opportunity to stir the fan base onto the BTN's negotiating side. Each television and print ad clearly features a phone number to call to request the network from your cable provider.

BTN has lined up one significant carrier in DirecTV.

The strategy from the Chicago-based advertising firm of Tom, Dick and Harry is to play on each school's tradition instead of focusing on a specific player, moment or memory.

Michigan State's print ad involves guarding the Sparty mascot on campus before the Michigan game. U-M's is about the massive size of Michigan Stadium. Wisconsin's is about students jumping to begin the fourth quarter, while the Purdue ad touts the "World's Largest Drum."

The network launch comes Aug. 30, but clearly the network push is in full swing.

Contact MARK SNYDER at 313-223-3210 or msnyder@freepress.com.