The 2025 college football season will be the third year under the new mega Big Ten media deal, a revolutionary structure that is unmatched across the rest of the conferences. As a reminder, FOX, CBS and NBC all put games on their flagship networks, with additional contests occasionally airing on their auxiliary channels (and streaming services) as well.

FOX’s Big Noon Saturday has been the main source of controversy, while CBS’s 3:30 spot and NBC’s 7:30 window have not been immune from criticism. However, as we recently got the kickoff times to open the season , I am here to defend this creative broadcast approach which continues to push the Big Ten towards the top of the entire sport.

Brand recognition

Love it or hate it, everyone knows what Big Noon Saturday is at this point. While

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