Back then, the Big Ten Network was a fledgling new channel that was being greeted with more than its share of critics and doubters. Among them were executives at Comcast, who balked at putting the network on basic cable.

Besides Woody Hayes and Bo Schembechler, who would watch a channel dedicated to only one conference?

Without distribution, the BTN didn't have much of a chance.

"It was so new," Mr. Silverman said. "Anytime you have something that's different and new, you're going to face healthy skepticism. I never thought we wouldn't be successful. I was a believer in the power of the Big Ten."

Viewers, and eventually Comcast and other cable companies, quickly became believers, too. The BTN now is in 42 million homes throughout the U.S. It actually has more subscribers in Texas than in Iowa. While Mr. Silverman won't divulge figures, the network reportedly turned a $70-million profit last year.

This year, the BTN's ad inventory already is sold out for football. Last Saturday, it aired both the Ohio State and Michigan games, a first.

The speculation and eventual addition of Nebraska kept the network boiling during a slow period in the spring and summer. When Nebraska begins play in football next year, the BTN stands to further benefit because there will be better conference match-ups.

"It automatically creates a better game every weekend," Mr. Silverman said. "If (ABC and ESPN) take that game, we get the game they would have taken otherwise."

If imitation is the sincerest form of flattery, then the BTN is extremely flattered because several other conferences are thinking of starting their own network.

"It's interesting to see the evolution of the network," Mr. Silverman said. "It's hard to put it in perspective. We just try to keep getting better."

The focus now is on developing new programming. This fall, the BTN is unveiling "Big Ten Film Vault," hosted by Michigan alum Dan Dierdorf that features vintage footage of games and interviews. Airing Tuesdays at 7 p.m., the program also includes interviews from athletes and coaches from back when.

"The Next Level," airing Thursdays at 7 p.m., looks at Big Ten athletes who have achieved success in post-college life. Featured is former Northwestern baseball player and current Yankees Manager Joe Girardi.

The biggest initiative is "Big Ten Icons." Airing Tuesdays at 8 p.m. and hosted by Keith Jackson, the 20-part series looks at the top 50 athletes in conference history. The No. 1 choice will be revealed around the Big Ten basketball tournament.

I'm betting on either Red Grange or Jesse Owens.

"We put ourselves in a position to be open to some second-guessing," Mr. Silverman said. "It's been a fun project. The meetings always go long. I tell my assistant, 'Don't schedule a meeting afterwards.' "

The idea behind the new shows is to compel viewers to turn to the BTN for more than just games.

"We need to have other reasons to tune in," Mr. Silverman said. "It can't just be football and basketball. We have an opportunity to create a mindset for viewers where they say, 'Let's see what's on the Big Ten Network.' If we're just repeating an old game, we're missing that opportunity to capture that Big Ten viewer."

Mr. Silverman then added, "The only way to grow our subscriber base is to create better programming."

The battles aren't as big, but Mr. Silverman still is fighting the good fight for distribution at every level. He notes there are two cable systems in Pennsylvania that don't carry the BTN. He attended an editorial board meeting with a newspaper in the area. Considering how big the network had grown, he was asked why he would bother focusing on a rather small region.

"I said, 'One of our schools (Penn State) doesn't have distribution here,' " Mr. Silverman said. " 'I came here to get it distributed. The fact that 17,000 (Penn State) alums in the area can't get it is wrong.' "