The problem is, as has been talked about here, there is no central manager that controls this, like in the Pro leagues. NFL, NBA etc. They have a commissioner and central management office that controls rules, scheduling, contracts etc.
In College sports you have multiple conferences and schools that all manage all of this themselves. Even the supposed governing body in the NCAA is mostly been gutted as to anything and really only can manages the rules of games at this point. They control nothing else.
So what happens is the Media companies pit conferences against each other. They offer 1 more than another, to get what they want, then offer another conference more if they do what the others did etc. They push schools to schedule who and when they want. They control everything because they control the money.
Hey SEC we will give you this much $, Hey Big12 you want as much, you have to add another conference game, you need to add games mid week, etc. Then the next contract, Hey SEC and B1G you want to continue to be out in front, you need to add these teams and games on Fridays. And repeat. Thats how they do it.
With the NFL, it almost works in opposite. The NFL tells the media members this is our product and this is what we want, and if Fox doesnt want to pay that, they take it to NBC or CBS etc. They all get a piece of the pie as but it is controlled by who wants to pay the most as to who gets the most access to their content. And you are not going to see one team or one conference or division being pitted against another, for more money etc. 1 commissioner manages the entire system, and it takes all that out of it.