A Slam Dunk: The History of College Basketball on CBS

For decades, CBS has been a key player in bringing the excitement of college basketball to television viewers across the nation. From the early days of limited coverage to the expansive broadcasts of today's NCAA Tournament, CBS has played a significant role in the sport's growth and popularity. The story begins long before "March Madness" became a household name, intertwining with the personalities and strategic decisions that shaped the landscape of sports television.

The Genesis: Breaking into the College Game

Four decades ago, the sports television landscape was dominated by the three major New York-based networks: ABC, CBS, and NBC. The seeds of CBS's involvement with the NCAA Men’s Basketball Championship were sown in a negotiation eight years prior to their acquisition of the tournament rights. Back then, NBC found itself struggling to create a compelling sports lineup for its first and second-quarter programming. An attempt to feature NHL Hockey and World Championship Tennis proved unpopular with audiences and affiliated stations alike.

Before CBS became a major player, networks showed a limited interest in college basketball. However, an unusual regional/national combination kept it going for several years on NBC. In 1969, NBC took the lead among the legacy networks by acquiring the rights to the NCAA Final Four and select tournament games. This culminated in the serendipitous 1979 matchup between Larry Bird and Magic Johnson, which became the highest-rated college telecast ever. The NBC game trio of Dick Enberg, Billy Packer, and Al McGuire resonated with audiences, and college basketball began to gain traction as a valuable TV property.

Einhorn and NBC had secured regular-season rights for both conferences and independent schools, gradually expanding their NCAA Championship coverage to 11 games per year, all broadcast on weekends.

A Calculated Risk: CBS Enters the Arena

In December 1981, Carl Lindemann, a former NBC executive working at CBS Sports, learned that NBC was facing difficulties in renewing its basketball tournament deal with the NCAA. CBS recognized that the NCAA might be using them as leverage to increase NBC's offer, but Van Sauter, a CBS executive, was eager to take on the challenge.

The problem for NBC was Walter Byers, the NCAA's longtime Executive Director. Byers believed that NBC was profiting handsomely from the Tournament and sought a deal that would better serve the NCAA's interests. Negotiations between Art Watson, the senior NBC executive, and Byers reached an impasse over a relatively small sum of money. Despite the fact that every NCAA contract under Byers only had a First Negotiation position - never a First Refusal- Watson dug in and let things go too far.

CBS, meanwhile, prepared for a longshot bid, anticipating that NBC would eventually concede. However, Watson remained firm, and CBS received the call inviting them to Kansas City.

The CBS delegation, led by Van Sauter, presented a bold proposal to Byers and other NCAA officials, including Tom Jernstedt, Wayne Duke, and Dave Gavitt. Sauter, despite his unconventional appearance, impressed Byers with his directness and candor. He emphasized that NBC's 11-game commitment was insufficient, and that fans struggled to follow the bracket due to the limited weekend coverage. CBS proposed expanding coverage to include late-night Thursday and Friday games to capture all the first-round action.

The NCAA representatives responded positively to the idea of broader coverage, the emphasis on the tournament bracket, and the studio whip-around model. Discussions progressed rapidly, and the atmosphere in the room became increasingly optimistic.

Building the Foundation: Overcoming Challenges and Forging Partnerships

The weeks that followed were filled with intense planning and problem-solving as CBS worked to deliver on its promises. The Affiliate Relations team quickly jumped on board. While the sales team foresaw potential difficulties in selling NBA and NCAA programming separately in the first quarter, many of them were passionate college basketball fans, which proved to be a significant advantage.

Read also: Phoenix Suns' New Center

The regular season schedule presented a significant challenge, as TVS and NBC controlled the majority of major game inventory. However, research revealed that most contracts were limited to the conference season, providing an opportunity to secure December games. CBS also identified independent schools that could provide appealing matchups, although the schedule would be tight.

Communication with Tom Jernstedt was constant, and Dave Gavitt appeared to be supportive of CBS's bid. However, Wayne Duke remained diplomatically reserved, and Byers remained inscrutable.

The negotiations culminated in a suite at the O’Hare Hilton, where the CBS team spent hours strategizing while NBC and the NCAA continued their discussions. Ultimately, CBS committed to broadcasting 16 regular-season games. The press release was drafted in the hotel bar and sent to Kansas City and New York, awaiting the reaction from the college sports world.

The announcement was met with resistance, fueled by NBC. CBS representatives faced criticism and were sometimes ostracized at conference meetings and in hotel lobbies.

However, the Basketball Committee members supported the changes proposed by CBS, and the pressure gradually subsided. CBS's Len DeLuca worked tirelessly to create a compelling first-quarter schedule, securing games with UNLV, South Carolina, West Virginia, and others. A DePaul-Louisville matchup on the day after Christmas would eventually become the highest-rated regular-season game of the year.

Read also: About Grossmont Community College

Talent and Vision: Elevating the Broadcast

CBS recognized the importance of assembling a talented broadcast team. Billy Packer, who had previously worked for NBC, was brought in as the lead analyst, partnering with play-by-play announcer Gary Bender. Packer's experience and knowledge of the game proved invaluable in shaping CBS's coverage. The production team was led by Rick Sharp, a dedicated professional with a strong understanding of the game. Bob Fishman, a future Hall of Famer, served as the director, showcasing his exceptional talent through decades of Final Fours.

In October, the lead broadcast team held its first production meeting in Chicago. Len DeLuca called from New York, suggesting an umbrella name for all of the Tournament programming.

CBS's first season began in Fayetteville in late November and culminated in a memorable final game in New Orleans, featuring freshmen Patrick Ewing and Michael Jordan.

Expanding the Tournament: A New Era of March Madness

Continuous collaboration with Tom Jernstedt and Dave Gavitt led to the creation of a 64-team NCAA Championship, with CBS playing an active role in its development.

CBS added two more three-year contracts, 1985-87 at $27 million per and 1988-90 at $55 million per year. In 1989, CBS signed a seven-year contract for the tournament and 16 other championships beginning in 1991.

March Madness in the Modern Era: A Lasting Legacy

From 2008-11, one of two consultants to the NCAA as we put together a 14-year deal to bring March Madness into the new world of sports television, where Turner’s cable combination with the CBS over-the-air tradition produced an unlikely duo that should last a long time. CBS’ Sean McManus and Turner’s David Levy put together a great partnership where no one thought it was possible. At the time, that $10.8 billion deal was the largest in television history.

A year after the first NCAA basketball deal, the CBS relationship with college sports had expanded when we procured half of the NCAA Football TV plan that was previously held only by ABC. This was the start of a long return to college football that put CBS where we all wanted them to be.

A Champion's Pedigree: Kentucky's Dominance

The Kentucky men’s basketball program came out on top - and by a large margin - in a data-driven ranking of college basketball’s best programs since the advent of the NCAA Tournament in 1939. UK blew away the competition with 1,931.8 points, nearly 250 points more than North Carolina in second place. Of course, Kentucky has really asserted its dominance with its recent NBA Draft success, highlighted again this week whenthree more Wildcats were selected in the NBA Draft. UK has produced 41 NBA Draft picks, 31 first-rounders, 21 lottery selections and three No. The current Wildcats will look to continue the tradition of dominance next week when they open the 2020-21 season in the Bluegrass Showcase.

The CBS Sports Classic

Four teams take part annually in the event. From the inception of the classic through 2024, Kentucky, North Carolina, Ohio State, and UCLA each participated. In 2025, UCLA pulled out of the Classic due to travel concerns. They were replaced by St. John's.

On January 28, 2026 it was announced that with Kentucky, North Carolina, & Ohio State that Kansas would be joining the event through 2029 with the future dates & games.

College Basketball on CBS: Looking Ahead

CBS has announced the 2025-26 college basketball schedule with 37 games slated for the CBS television network this seson.This year's schedule is spotlighted by exciting game contests, showdowns featuring ranked squads, recognizable conferences, and five automatic bids to the 2026 NCAA Men's and Women's Tournaments. The schedule finishes with the Big Ten Men's Tournament Championship, televised by CBS for the 28th straight season.

There are 35 total regular-season appearances by AP Top 25 teams on CBS. Eighteen different-ranked schools will appear, including eight in the Top 10. No. 1 Purdue will be featured five times, and No. 2 Houston, the 2025 national runner-up, will appear twice.

The schedule tips off with the CBS Sports Thanksgiving Classic when Duke faces Arkansas on Thursday, November 27, at 8:00 PM ET at the United Center in Chicago.

On Saturday, December 20, CBS will air a tripleheader featuring marquee programs. The CBS Sports Classic at State Farm Arena in Atlanta begins with St. John’s vs. Kentucky at 12:30 PM ET, followed by North Carolina vs. Ohio State at 3:00 PM ET. Houston will then face Arkansas at the Prudential Center in Newark at 5:30 PM ET.

CBS will present 5 automatic bids to the NCAA Men’s and Women’s Tournaments. For the 28th time, CBS Sports will present the Big Ten Men’s Basketball Tournament Semifinals (Saturday, March 14) and Championship (Sunday, March 15), as well as the Big Ten Women’s Basketball Championship on Sunday, March 8. The Missouri Valley Championship will be decided on Sunday, March 8, with the Mountain West Championship (Saturday, March 14) and Atlantic 10 Championship (Sunday, March 15) taking place the following weekend.

Regular Season: 2025-26 Broadcast Schedule

Thursday, November 27 - 🦃 Thanksgiving. Duke vs. Arkansas (United Center) - CBS, 8:00 PM ET - Ian Eagle, Bill Raftery, Jon Rothstein- ⮞ CBS Sports Thanksgiving Classic (Chicago)
Saturday, December 6. Iowa State at Purdue - CBS, 12:00 PM ET - Brad Nessler, Bill Raftery. Louisville vs. Indiana (Gainbridge Fieldhouse) - CBS, 2:15 PM ET - Tom McCarthy, Robbie Hummel, Clark Kellogg (1st Half)- ⮞ CareSource Invitational (Indianapolis). Baylor at Memphis - CBS, 4:30 PM ET - Chris Lewis, Steve Lappas
Saturday, December 20. St. John's vs. Kentucky (State Farm Arena) - CBS, 12:30 PM ET - Brad Nessler, Bill Raftery, Bruce Pearl, Jenny Dell- ⮞ CBS Sports Classic (Atlanta). North Carolina vs. Ohio State (State Farm Arena) - CBS, 3:00 PM ET - Brad Nessler, Bill Raftery, Bruce Pearl, Jenny Dell- ⮞ CBS Sports Classic (Atlanta). Houston vs. Arkansas (Prudential Center) - CBS, 5:30 PM ET - Rich Waltz, Steve Lappas, Jon Rothstein- ⮞ Never Forget Tribute Classic (Newark, New Jersey)
Saturday, January 3. BYU at Kansas State - CBS, 1:30 PM ET - John Sadak, Jim Spanarkel. Duke at Florida State - CBS, 3:45 PM ET - Brad Nessler, Bill Raftery
Saturday, January 10. Wisconsin at Michigan - CBS, 1:00 PM ET - Kevin Harlan, Bill Raftery, Robbie Hummel
Saturday, January 17. UCLA at Ohio State - CBS, 1:00 PM ET - Ian Eagle, Bill Raftery
Saturday, January 24. Maryland at Michigan State - CBS, 12:00 PM ET - Ian Eagle, Bill Raftery, Robbie Hummel. West Virginia at Arizona - CBS, 2:00 PM ET - Spero Dedes, Clark Kellogg. San Diego State at UNLV - CBS, 4:00 PM ET - Andrew Catalon, Steve Lappas
Saturday, January 31. San Diego State at Utah State - CBS, 1:00 PM ET - Brad Nessler, Robbie Hummel
Sunday, February 1. Purdue at Maryland - CBS, 1:00 PM ET - Ian Eagle, Bill Raftery, Bruce Pearl
Saturday, February 7. Oregon at Purdue - CBS, 1:00 PM ET - Tom McCarthy, Clark Kellogg, Robbie Hummel
Sunday, February 8. Michigan at Ohio State - CBS, 1:00 PM ET - Spero Dedes, Bill Raftery, Bruce Pearl
Saturday, February 14. UCLA at Michigan - CBS, 1:00 PM ET - Ian Eagle, Bill Raftery
Sunday, February 15. Indiana at Illinois - CBS, 1:00 PM ET - Andrew Catalon, Clark Kellogg
Saturday, February 21. Cincinnati at Kansas - CBS, 1:00 PM ET - Ian Eagle, Bill Raftery
Sunday, February 22. Ohio State at Michigan State - CBS, 1:00 PM ET - Kevin Harlan, Robbie Hummel
Saturday, February 28. San Diego State at New Mexico - CBS, 2:00 PM ET - . Texas Tech at Iowa State - CBS, 4:00 PM ET -
Sunday, March 1. Purdue at Ohio State - CBS, 1:30 PM ET - . Michigan State at Indiana - CBS, 3:45 PM ET -
Saturday, March 7. Houston at Oklahoma State - CBS, 12:00 PM ET - . Kansas State at Kansas - CBS, 2:00 PM ET - . Wisconsin at Purdue - CBS, 4:00 PM ET -
Sunday, March 8. Michigan State at Michigan - CBS, 4:30 PM ET -

Postseason: 2025-26 Broadcast Schedule

Sunday, March 8. Championship Game: Teams TBD (Enterprise Center) - CBS, 12:00 PM ET -- 2026 Missouri Valley Women's Basketball Tournament -- Championship (St. Louis). Championship Game: Teams TBD (Gainbridge Fieldhouse) - CBS, 2:15 PM ET - - 2026 Big Ten Women's Basketball Tournament -- Championship (Indianapolis)
Saturday, March 14. Semifinal #1: Teams TBD (United Center) - CBS, 1:00 PM ET - - 2026 Big Ten Men's Basketball Tournament -- Semifinals (Chicago). Semifinal #2: Teams TBD (United Center) - CBS, 3:30 PM ET - - 2026 Big Ten Men's Basketball Tournament -- Semifinals (Chicago). Championship Game: Teams TBD (Thomas & Mack Center) - CBS, 6:00 PM ET - - 2026 Mountain West Men's Basketball Tournament -- Championship (Las Vegas)
Sunday, March 15. Championship Game: Teams TBD (PPG Paints Arena) - CBS, 1:00 PM ET - - 2026 Atlantic 10 Men's Basketball Tournament -- Championship (Pittsburgh).

tags: #college #basketball #on #cbs #history