If the Big 10 Network wants to be carried on any provider's service, they HAVE to bend. ?
You must mean "any provider's service - except for DirecTV, AT&T, and over 15 cable companies which have already signed up to carry the B10N."
E* is running a risk on this. 30% of the US population lies either within or directly adjacent to the region covered by the Big Ten. There are millions of B10 fans in this extended region.