Nebraska Athletic Director Trev Alberts said on Wednesday that in a time of disruption, you have to be just as disruptive. Alberts doesn't think that
the Big Ten started the new normal in college football, but he did say on his monthly radio show, "I think they've been brave and willing enough to participate."
For example, the new members of the conference and the media rights deal that came after them
The Big Ten signed its new $7 billion rights deal five weeks after Southern California and UCLA joined the conference, and just days after it was
reported that Notre Dame was expected to get $60 million in its next NBC deal. Alberts says that adding the L.A. schools made the Big Ten brand stronger and that the new media deal
will help the conference get more fans. The Big Ten will have more streaming and direct-to-consumer options, and not just because it will be on every major TV channel every Saturday.
"But we were all taught about how people consume," said Alberts. "It's a fact that young people today aren't likely to watch a football game on linear
TV for 3 1/2 hours. They don't eat it like that. "So how do we get the next generation to like college football and the Big Ten? I think this agreement helps us do that."
Alberts gave Nebraska's time in Ireland a nine out of ten. The only thing that's missing is a win.
This week, both Alberts and Derrick Graf, who is the athletic director at Northwestern, talked to other Big Ten A.D.s on the phone about their experiences.