Mr. Sutton, when ricksegers started this thread, I thought that what you report might well be the case. I even prepared a reply that, likely as not, the smaller stations were being asked to pay higher fees to carry the games, but I could find no information to support my first blush on the issue. I cancelled the post and decided to wait and see what developed from comments by others.
I remember when the UGA broadcasts might take up five hours tops, pre-game to postgame with all of the play-by-play in between. To me the idea of starting the broadcasts three hours before kick-off and having a lengthy post-game show as well is just plain excessive. Frankly, much of what is offered is not very interesting to me -- and I consider myself a UGA fan.
I will indeed look into the book you suggest, but I do not need to read a book to know that this situation is a cash grab on the part of the syndicator. The smaller stations are being priced out of the market, and that is not only unfair to a group of fine people who were always there for the Bulldogs, even during the lean years; it is quite a sad commentary on college athletics marketing as it is committed today.