B) Define "more powerful", and I think their strategy of forcing the BTN down peoples' throats through basic cable subscriptions has a lot to do with it.
A) Money is just an indicator of value, which is derived from the number of people who watch, which is driven by how worthwhile something is to watch. Football is a product just like automobiles and computers, and it defies every economic principle for an increasingly inferior good to continually maintain (or increase) its relative value. As an example, look at the decline in Notre Dame's TV ratings (before this year). Right now, Big Ten teams have oodles of fans, but I don't think it's a bold prediction to assume that will continue relative to other teams as long as the Big Ten keeps failing to field crappy teams. Many people on this board use this same principle as a basis for predicting why ISU will eventually overtake Iowa in the state. In short, nothing is forever; the Big Ten might be the biggest TV player right now, but I would bet my life on that not being the case in the future as long as they continue to play inferior football.