We adjust our TV antenna rabbit ears back to the late 1970s for the origin story of one of the most influential firms in modern-day sports media - with Rick and Dee Ray, the founders of televised college sports juggernaut Raycom Sports.

In their new George Hirthler-penned memoir "Unstoppable: A Story of Love, Faith and the Power Couple Who Ignited the College Sports Broadcasting Boom," the Rays rewind the videotape to a time when a new technology called "cable" was still in its infancy, and the American television landscape was largely defined by a web of powerful broadcast network-affiliated stations - save for a handful of scrappy alternative "independent" signals in each market.

While pro sports filled plenty of prime/weekend network TV windows, and individual teams provided a steady slate of in-season games to local indie station audiences - regularly scheduled D-I college sports was virtually non-existent outside of limited national broadcasts featuring only big-name schools.

It was against this backdrop that an entrepreneurially minded local station programmer and a never-say-no ad executive saw an opening for regularly scheduled regional broadcasts of Atlantic Coast Conference basketball that not only delighted rabid fans throughout the Southeast, but also laid the groundwork for a sports syndication force that would eventually rewrite the rules for college sports media - and beyond.

Unstoppable: A Story of Love, Faith, and the Power Couple Who Ignited the College Sports Broadcasting Boom - buy book here