B10 saw the mass exodus of their population in the midwest and took action. They have been very proactive, looking at it with a *100* year perspective. Population decline? Let's add NYC/NJ/Mass potential viewership and DC/Baltimore potential viewership. Lots of potential eyeballs were added with their last round.

If B10 wants to add further eyeballs, they are going to have to poach a conference in an existing timezone that represents strong markets, or expand to a new time zone.

I could see them adding

OU or UT, but not both - which would cause the B12 to raid the ACC or AAC
Duke or UNC, but not both - which would cause the ACC to raid the B12 or AAC

Alternatively I could also see them adding a third timezone to their TV slots in CSU/BYU (w/MWC trying chasing Houston), or UU/BYU (with P12 poaching B12 or MWC). Doing so, by association, would expand their footprint to Pacific timezone viewers as well. If any teams are added from the mountain time zone, you can bet all of their home games will be night games, going head to head with the P12 slots.

But, to answer your question, by adding any team, it sets off an arms race to not only fill conferences with departing members but also consider power grabs to get more eyeballs which would be accretive to anticipated future payouts.

From a conference standpoint, right now the B10 is in the drivers seat because their TV contract is up first, and they are dealing from a position of power in terms of geography and subscribers. The B12 is vulnerable because they have weak TV markets outside of the state of Texas.

From an individual University standpoint, right now UT has the drivers seat, with OU and TCU (not joking) not far behind. If Michigan State or Ohio State plays TCU in Dallas, the 'eyes of texas' will be upon them.