WHEN ONE LOOKS back on the history of television, there will always be the logo of CBS, aka the Big Eye.
It had a tradition, a recognizability.
Some 83 years later, the Big Ten Network hit the airwaves. It is a network that learned to cash in on tradition and recognizability - to the point that it may cause a big bang in college sports.
Headquartered in Chicago, the BTN is the first internationally distributed network dedicated to a college conference. It beams approximately 350 live sports events a year - mostly in high definition. It operates 24 hours a day, 365 days a year.
And, milking the ghosts of Woody Hayes and Bo Schembechler, it became a beast. One that apparently has an increased appetite.
Thus, talk of Big Ten expansion.
As those in these parts certainly understand, Big Ten expansion would set all of college sports on its ear, but perhaps especially West Virginia's league, the Big East, and, subsequently, Marshall's league, Conference USA.
Sure, expansion is all about money. But most of the money the Big Ten could reap - aside from a football championship game - would come via BTN. The reach of the successful network would widen, and a wider net would mean increased revenue.
Those involved in the possible Big Ten expansion and those potentially affected by it understand what's driving the study. It also has them thinking.
"Why couldn't we do more with television, and have a Big East television network?'' Big East commissioner John Marinatto has asked.
Good question. And it's a question those in the Big East office on Thursday said probably would be studied.
"John Marinatto and Paul Tagliabue have both said it's something they are starting to explore to see what's involved,'' Mike Parsons, WVU's deputy director of athletics, said. Tagliabue, the former NFL commissioner, has been hired by the Big East as a special adviser for strategic planning.
It's a topic the other large conferences across the country will also be exploring. The Pac-10 is discussing the idea. Surely, all will in short order.
Big Ten officials were simply shrewd enough to put their network in play early. Advantage, that league.