Who cares if anyone is watching it? They're getting the money from subscribers already. More viewers is nice but with cable they don't matter that much compared to how many households a channel is in. Adding Nebraska (or another school with a huge following) will help much more with carriage than adding Missouri (a school not many people care about, even the alums). Also, skyrocket is unlikely because people just don't care about Missouri. Their basketball attendance would rank 9th in the Big Ten (even though they've been "really good" lately (for comparison, Nebraska, despite winning only 2 conference games, was less than 500 per game behind Missouri)) and they would rank 7th in football (8th if you count Nebraska). Missouri's inability to sell bowl tickets is infamous so even though they do OK at home, they don't have a fervent fanbase by Big Ten standards. As for the journalism school, the Big Ten already has the best journalism school in the country (Northwestern) and if there is one academic discipline that doesn't seem like a smart thing to bet on right now, journalism is it. There is just no upside at all to adding Missouri. Missouri needs the Big Ten far more than the Big Ten needs Missouri. Missouri adds nothing at all to the Big Ten except another team. Meanwhile, Missouri benefits from being associated with much better academic and athletic universities, not to mention all the extra money they'll get. Why should Missouri get to reap the rewards while bringing nothing to the Big Ten? Almost every other school in consideration would bring huge benefits to the conference either academically, athletically, or both.