There’s always a bidding war among broadcasters to land the biggest games of the season. FOX has found its cash cow in the Big Ten as its primary broadcast partner. With the powerhouse Ohio State brand always in the equation, the Buckeyes remain the first pick and get the early window slot. However, over time, frustrations have mounted, and AD Ross Bjork has finally issued a warning.

Last season, 12 of OSU’s regular games were broadcast during the noon ET window, which has caused plenty of friction. Columbus, with its biggest fan base, loses the primetime spot. “We get why FOX wants us at Big Noon. But at the same time, looking for more balance,” Bjork starts, on the Bobby Carpenter Show with Anthony Schlegal.” To address the issue, he had earlier asked for some ‘flexibility’ regarding the noon games. However, after OSU General Manager Mark Pantoni raised concerns about recruiting, the issue resurfaced.

He continued. “This year, it’s a lot more balanced out. So that’s really what we’re seeking while understanding that we can be, you know, the flag bearer for the conference in the future.” Over the weeks, OSU had five noon slots, and over the next few years, until the Fox deal expires, the AD is looking for more balance.

FOX renewed its contract with the Big Ten in 2022 for a seven-year deal. In 2024, the conference awarded $75 million in revenue to each of its members. However, that million-dollar paycheck does not solve OSU’s lack of primetime coverage. “FOX has our TV rights until 2036,” AD Bjork added. “But the sublicense agreements for CBS and NBC, which FOX, you know, controls, come up in 2030. So we have a window here to really understand the landscape, to understand what platforms are emerging in live sports.”

The message was clear. If Fox does not shift its Big Ten slot from the noon time, OSU is ready to move on to other platforms. Along with linear TV, the latest platforms such as Apple TV, Netflix, and Amazon Prime are emerging fast. So, when these Big Ten discussions happen, “Ohio State will have a seat at the table,” he added.

With a $75M paycheck, FOX games are still a headache

Home games are an asset for football programs. Saving time, allowing players more rest, and avoiding travel friction. In a nutshell, it provided a smooth opportunity for the host team to get going in a familiar environment. There’s a reason programs boast of their home-game win streaks. Presently, Ohio State tops the chart with the longest 12-game streak. However, with FOX’s noon games, recruiting operations are facing the brunt.

Last week, OSU General Manager Mark Pantoni shared that concern. The Buckeyes remain a highly sought-after program for blue-chip recruits. But FOX’s noon slot poses a logistical challenge to them. Forced to board overnight flights, it provides for a not-so-smooth experience, adding to the discomfort.

On being asked about the advantages a home game has on the recruiting front, Pantoni did not hold back. “They do, when FOX doesn’t handcuff us with these noon games; You deal with a lot of crisis management on game day right before kickoff, trying to make sure it’s as efficient and smooth as possible.” His argument can be easily supported by the recruits’ experience.

Four-star safety Gavin Williams travelled from California to watch the Texas vs OSU game. But the travel left him frustrated. “The early travel is rough.” To avoid another such experience, he opted to attend the Tennessee vs. Oklahoma game instead of traveling to Columbus.

AD Bjork has taken note of these issues and, in conversation with Bobby Carpenter and Anthony Schlegal, stressed the importance of alignment with every vertical of the athletic department.