Cut a deal with Notre Dame and allow them to keep their home games deal with NBC. All their away games *will* be televised playing in the new Big Ten.
Add Pitt - good school, locks up the (I believe) fifth most populous state.
Then poach Stanford and Cal. Two high prestige universities, with varying amounts of success over the years, but are used to competing at the highest level. Essentially puts all of California in the Big Ten and creates opportunities for easier travel for that bloc of teams.
Rename the conference the Big Score.