Project: PAYDIRT is pleased to collaborate with professor Mike Cramer and his students in The Business of Sports Media for an intensive directed research session on the issues surrounding cable carriage of The Longhorn Network, the ground-breaking and recently launched collaboration between UT and ESPN.
Students participating in this session of PAYDIRT will work in teams of three or four to address a scenario where major cable operators have declined to agree to ESPN’s terms for carriage of LHN after the ratings intensive football season has passed. Without the programming leverage that UT football brings, students must research, analyze and present:
strategic options for re-conceptualizing the business plan, marketing plan and carriage footprint for LHN
creative options for leveraging social media to catalyze viewer support for LHN, creating incentives for major cable operators to carry the channel
Students will be directed in their research by Dr. Tommy Darwin and Dr. Steven Ungerleider under a iterative process promulgated by UT’s Intellectual Entrepreneurship Consortium. Students will be challenged to leverage proprietary cable industry historical information to put the LHN scenario into context. They will also be invited to initiate interviews with informed industry leaders with perspective on the motivations of both the programmer and the cable operator. Students will synthesize their findings over a five-week process and present their summary insights to an informed panel of experts.
The first PAYDIRT session begins October 24 from 4-5:30 pm with a meeting in CBA 4.344. Student groups must come prepared to offer their initial assessment of the proposed carriage scenario.