A better brand creates more value than adding a middle of the pack, MWC team that only brings a very fractured Denver market. I love Fort Collins, but that university has no business being lumped in with WVU or Louisville. SEC football creates the most value not because of television sets, but because of the programs. The SEC has a national audience because of their brand, that is what gives them a leg up in the current system. Adding quality programs is the response, the dollars associated with television sets according to some sports business professionals is overstated, Darren Rovell is one that comes to mind the most.