In his new position as Pac-12 Network president, Mark Shuken can shake things up.

Or, he could simply try to appease those getting a little stir-crazy.

The conference-owned media business has achieved measurable success in elevating exposure for the member schools, but when compared to the millions generated by other conference-based networks for their institutions, the Pac-12 may look like it’s coming up on the short end heading into its sixth year. The problematic distribution issues impede some of that progress.

Now, aside from the buzz created in the months leading up to its launch in August 2012, this may be the most opportunistic moment for the six regional channels bundled with one national feed to punch its way out of stagnation and get back into the ring with primary holdout DirecTV.

The great new hype comes from the hiring of Shuken, who once led DirecTV’s sports regional networks (from 2009-2011) and then jumped at the challenge of launching the then-Time Warner Cable SportsNet (2012) followed by the Dodgers’ SportsNet L.A. (2014) as that organization’s senior VP and general manager.

Shuken should know how to navigate through the egotistical landmines and public posturing, tasked to push the rock up the hill again as the estimated 19 million homes who get these nets — including some 3 million in Southern California — have come to know the benefits of having access through either the Dish Network, Charter Spectrum, Frontier FIOS or AT&T Uverse (AT&T also owns DirecTV).

As the Pac-12 Net football season includes USC’s opener against Western Michigan (Saturday, 2:15 p.m.) and UCLA’s second game against Hawaii (Sept. 9, 2 p.m.), with more appearances this fall, Shuken explained his new marching orders:

Q: The two previous presidents at the Pac-12 Network may have been more focused on building content and structuring production to a point to where there are more than 800 live events a year and several platforms to show it on. With what you know about the dynamics of starting a sports network, and how to get it out there, what are your angles for achieving something on expanding distribution that the others didn’t seem to get done?

A: I trust and hope the relationships I’ve had as much as my experience create value. After doing this for the better part of 30 years and knowing many of the players in this space, I hope to reach out to those key players in the conversation. With all that, (Pac-12 commissioner) Larry Scott was very clear about a mandate for me in several big categories – innovate with production, find long-term distribution, adapt all platforms to the world of the consumers and focus on internal culture and elevate more positive and collaborative efforts, and also connect with the member institutions to see what their goals are for the networks.

Q: At SportsNet, launching the Lakers-focused channel had different elements than the Dodgers-owned SportsNet LA, and you had some successes and non-successes getting DirecTV on board with price points and all other issues. Is there a strategy you can bring that delivers a payoff for both sides?

A: It’s important to recognize we had a tremendous partnership with DirecTV on the Lakers’ network, and that’s a key component. DirecTV has never been shy on positioning themselves as the sports leader, the place for all sports fans. To me, if you’re going to be that, and there are a passionate set of fans like the Pac-12 has, there has to be a way to connect with the Pac-12 Networks. Generally, distribution relationships work on two fundamental premises — content value and timing. So while we’ve seen some deals that haven’t had perfect timing, I’m absolutely convinced these networks have real value to DirecTV and every other provider. It seems there is a path to get there, and a passion for a competitive landscape for those who want to get it.

Q: As a network wholly owned by the conference schools, what are the pros and cons of that? Do you need some kind of linear network partner, as the Big Ten Network has with Fox, or the SEC Network with ESPN, to gain better traction in distribution strength?

A: At this point, all the pros are in the fact that the networks controls all the platforms. Larry was smart enough to keep all those platforms – digital or linear, national or regional – so you’re not tethered to any other limitations or strategies. The members value that.

Q: The “Pac-12 After Dark” marketing strategy of airing late games on the West Coast has some success here, but is there a concern it’s not getting enough into East Coast programming viewership even if a majority of the Pac-12 games are played prior to 7 p.m. local time?

A: These discussions have always run on parallel paths. There is the opportunity to get to the East Coast and showcase the product in a way that’s beneficial to everyone. Just remember, this is still a five-year-old experiment (at the Pac-12 Net) and some sports nets have been around for 30-plus years. If you look at the data and the metrics, they all continue to rise. I don’t buy into the notion there is a bias no matter what the time zone. They are what they are but we’re not concerned about any problems with the brand of these later games.

Q: The latest news involved a deal with Sling TV — owned by current network partner Dish Network — and CenturyLink, where fans can get the network no matter their provider. The channel is on any mobile device. It has a relationship with Twitter and Facebook streaming. As we come up on renewal of the key deals that the Pac-12 has with ESPN and Fox in 2024, what things you can do between now as the technology improves?

A: Distribution and partnerships we deal with in the future may not even exist at this point in time. In the meantime, Larry has been so positive about innovating and learning to where I think there are no limits about how we think this can work going forward.