CHAMPAIGN  You say you want to start a radio syndication company? Better get out your checkbook.

   The radio business is a pricey one, especially in the Big Ten.

   Next year, Springfield, Mo.-based Learfield Sports will pay five Big Ten schools about $2.5 million in radio rights.

   "It''s not just about numbers. It''s about having the right financial package," said Roger Gardner, vice president and general manager of Learfield.

   Learfield and other syndication companies have to balance rights fees against expected revenue. In the end, the second number needs be bigger than the first.

   University of Illinois play-by-play voice Jim Turpin has seen a number of syndicators come and go during his long tenure at WDWS.

   "They try to sell enough advertising to come out ahead once they''ve paid the university the fee, plus all the production," Turpin said.

   Before they go on the air, the syndicators set up networks of stations. In the Big Ten, the networks range in size from 20 to 69 affiliates.

   Once the network is in place, the syndicator counts on a number of commercial spots for each game. In a typical basketball game, there might be 60 30-second spots. About half of those belong to the network, with the other commercial time used by the local stations.

   Usually, Turpin said, it''s a great deal for the affiliates.

   "Everything they sell is profit," Turpin said. "They have no expenses. The whole thing is delivered to them."

   But if the syndicators try to take too many of the commercial spots, the affiliates will balk.

   "They''ve got to make it worthwhile for stations to carry this," Turpin said. "It''s one thing to have programming. But they also need to realize you''re taking several hours of your broadcast day in which you have to make some money."

   The setup is similar for stations that deal with pro sports. WDWS broadcasts Bears, Bulls, Cubs and Cardinals games. The station is obligated to run the network commercials.