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Posted by ESPN.com's Tim Griffin
ARLINGTON, Texas -- Trying to earn more television money while maximizing exposure for his schools is taking much of Big 12 commissioner Dan Beebe's attention these days.
Beebe called working on settling that television question as the "major issue" that currently is facing him in his role as the conference's chief executive officer.
"I think that's fair to say because it was such a strong proponent of what put us together in the conference in the first place," Beebe said. "The origins of this conference was to get together to find a more valuable spot in the marketplace. We need all the platforms we can get for the quality of play that all of our student-athletes provide."
The Big 12 was formed in a marriage between the old Big Eight Conference and four schools from the old Southwest Conference because of vanishing spots in the market for those conferences in the mid-1990s.
A similar concern could be facing the Big 12 in the immediate future as it lags behind the megabuck contracts recently earned by the Southeastern and the Big Ten conferences that have helped propel those conferences to preeminent spots in college athletics.
"We can't deny it," Beebe said. "I give them a lot of credit for what they have been able to achieve. It's up to us to try to compete with that. It certainly concerns me there's going to be so much exposure of SEC product and Big Ten Network in this part of the country. And part of my charge will be how we will be able to compete with that in the future."
Several reports indicate there has been discussion among the Big 12, Pac-10 and Atlantic Coast conferences to provide a new television network with programming from two or perhaps three of the conferences in a consortium. Beebe said that the Big 12 must be creative in looking for ways to remain viable in the changing economic marketplace.
"I think we have to look at strategic partnerships with whomever, whether it's on the media side or the content owners (conferences) to find out what would be best for us," Beebe said. "I don't discount any scenario in that regard. Looking at a partnership with other conferences is something we'll have to take a close look at. Maybe there's something there that would work out for all of us."
Beebe conducted his press conference late Tuesday at the new Dallas Cowboys' stadium in Arlington. The facility will serve as the home of the next two Big 12 championship game and the site for three regular-season games involving Big 12 teams this season.
Big 12 officials like many things about the new stadium. The facility's location, its ability to accommodate more than 80,000 fans and the ability to stage games in climate-controlled conditions are particularly attractive. The conference already has forged a working relationship with the Cowboys as the Big 12 will serve as the sponsoring entity for the NCAA men's basketball Final Four in 2014 when it comes to facility.
The new stadium also will serve as the home of the Cotton Bowl beginning in January. The bowl hopes that moving to the new facility will boost its chances of elbowing its way into the rotation of BCS bowl locations -- although the BCS likely will not expand before its current contract expires in 2014.
"If there's going to be an expansion of games in the BCS, we're certainly going to be adamant about that including a bowl in our region," Beebe said. "This would be highly attractive with the kind of facility we have here. The Cotton Bowl is our Tier I partner and we would try to accommodate that."
Beebe said he hopes the conference will have agreements with its bowl partners by the start of the football season with plans to take them for approval to the conference's board of directors at its October meeting.
"Our bowl partners have been tremendous," Beebe said. "The addition of the Gator Bowl has been very great for us. I wish I was this desired when I was a single man. There are a lot of bowls interested in coming after us and we're very fortunate in that regard."