For the first time in NCAA Tournament history all four number one seeds have advanced to the Final Four. UCLA and star forward Kevin Love will play Memphis and star guard Derrick Rose. Ben Howland will match up against John Calipari. And in the other Final Four matchup, North Carolina and player of the year front runner Tyler Hansbrough will take on Kansas and Brandon Rush. Roy Williams against Bill Self. Williams was the head coach at Kansas for 15 years before taking the UNC job.

Storylines galore. Household names. Compelling matchups. UCLA, UNC and Kansas - three of the most storied college basketball programs in NCAA history.

The CBS executives are falling all over themselves with excitement and this Final Four has the potential to be the highest rated Final Four for CBS in its history.

And don't forget, CBS is in the midst of an 11-year, $6B contract with the NCAA to carry this tournament exclusively, so its one of the most expensive rights fees in sports.

While most of us enjoy watching longshot teams like Davidson make their run in the tourney and knock off the big dogs, TV executives and most fans like to see the heavyweight, big name programs go head to head in the Final Four.

That's what we'll have this weekend. And it should be fun to watch.