The TV geeks and tycoons can talk about increased revenues and 14-year plans and increased number of games on TV, but it doesn't mean anything to the fans. While the big shots are plotting ways to squeeze more money out of "student-athletes," it all comes down to one question for the fan: Can I see my team play on TV?

(And by the way, can we say it now? The days of sitting on your whatzit with the remote and surfing TV networks from game to game on a Saturday afternoon are nearing an end, so get used to it.)

You have to hand it to The mtn. They've got a pretty good scheme going here. They got the Mountain West to sign this deal without having distribution deals signed, sealed and delivered, and now they've got fans doing their sales work.

The mtn. has launched an advertising campaign telling fans to call satellite companies to urge them to carry The mtn. The new ads feature Alex Smith and Ty Detmer coaxing fans to make the phone call.

It's not a bad scheme. They've got a motivated, free sales force of millions. Welcome to the Amway of college football. Not only do fans have to pay to watch the Utes and Cougars on TV now, they have to start a telemarketing campaign for the privilege of doing so. Many of them wind up getting voice mail and customer reps who have no idea what they're talking about.

"The sales force is getting tired of it," says Deseret Morning News BYU beat writer Dick Harmon. "They haven't gotten their commission yet."

They just need to give it another year or two — or 13.

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E-mail: drob@desnews.com