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Third-tier revenue could provide a Big 12 safety net

As the Big 12 Conference turns away from the possibility of forming a conference network and casts its eyes toward new technology and the potential of streaming content, several questions remain.

A streaming endeavor features some pitfalls, and last week’s announcement of record-setting revenue for the league -- the conference distributed an average of $30.4 million per school -- made it clear the Big 12 has time to consider the smartest course of action moving forward.

“When you look at what we're distributing to our members, over $30 million is a strong contribution,” Oklahoma president David Boren said last week. “That shows the strength of the conference. We’re not in any kind of crisis where we have to decide something very quickly.”

Could the answer be supplementing potential revenue with individual, school-run digital networks until the future of television, streaming and content distribution becomes clearer?

Here’s a look where every Big 12 school stands in terms of its third-tier rights and individual digital networks.

  • Baylor: The school has a channel called “Baylor All-Access” and produces content -- some exclusive -- for its YouTube channel.

  • Iowa State: Launched in the fall of 2012, the Cyclones.TV digital network features live events and on-demand programming throughout the year for a monthly or yearly fee.

  • Kansas State: K-StateHD.TV features more than 125 live athletic events a year as well as commercial-free, on-demand viewing of every football game and home men’s and women’s basketball, volleyball and baseball games. Created in 2011, K-StateHD.TV is available for a monthly or yearly fee.

  • Kansas: A seven-year deal with ESPN to have a minimum of 70 live events annually on ESPN3 began in 2013-14. Kansas also has an agreement with Time Warner Cable Sports and Metro Sports.

  • Oklahoma: SoonerSports.TV, Oklahoma’s digital network, provides live content as well as on-demand football replays. The service, which also features a second-screen experience for Oklahoma football games, is available for a monthly or yearly fee.

  • Oklahoma State: The school often streams live events on YouTube and offers videos on its Oklahoma State Athletics YouTube channel. OkState.TV, the school’s digital network, features a variety of content as opposed to being a sports-centric digital platform.

  • Texas Tech: TexasTech.TV provides live sporting events, press conferences and other additional content on a digital platform for a monthly or yearly fee.

  • TCU: FrogVision provides on-demand content such as coaches shows and press conferences. TCU’s digital network provides audio, video and other content for a monthly or yearly fee.

  • Texas: The Longhorns have the Longhorn Network, which is operated and partially owned by ESPN. Texas earns an average of $15 million per year from the Longhorn Network.

  • West Virginia: The school has streaming and on-demand video available on Mountaineer TV and reportedly makes more than $6 million per year with its third-tier rights deal with IMG.

Quick thoughts: Some schools have been aggressive and active in investing in their own digital platforms, with Iowa State, Kansas State and Oklahoma among the universities which have created school-centric digital platforms that can help supplement the overall revenue. Several schools have also developed the ability to produce games in-house -- Oklahoma and Oklahoma State, for example -- via on-campus studios. It’s another potential revenue stream.

Bottom line: The majority of Big 12 members took advantage of their ownership of third-tier rights to try to build a revenue stream, with Kansas State and Iowa State featuring football games on their digital network and other schools investing in expanding their video capabilities. The combination of increasing television revenue and capitalization of third-tier rights could provide a safety net until the overall landscape, and the best route for the entire conference, becomes more clear.