COLUMN: The Big Ten can do a lot of good with its $7 billion media rights deal. Will it, though?

The Big Ten announced a seven-year, $7 billion media rights deal with Fox, CBS and NBC. By the time the contract expires in 2030, each member school is expected to net between $80 and $100 million annually. University of Southern California and UCLA plan to join the conference in 2024.

The Big Ten signed a new media rights deal with CBS. CBS will continue to air select men's basketball games throughout the regular season and conference tournament. For the first time, CBS also will air the Big 10 women's championship game. The contract's annual payouts should afford the same luxury to schools that haven't been as lucky.  The remaining non-revenue sports should get more exposure on cable channels as football and basketball migrate to network TV.

ESPN has the broadcasting rights to nine major NCAA conferences. The deal with them is not as murky as it seems. It's an oligopoly. It theoretically creates more competition among networks. In America, such an abuse of capitalism would never be allowed.

The industry that leverages the skills of student athletes generates huge revenue. It's only $7 billion and it's not a problem for university administrators.