A few minutes before airtime Thursday in CBS' NCAA studio on West 57th Street, analyst Clark Kellogg checked the schedule. 'Nothing really surprising should happen today,' he said. 'It'll hold true.'" But after a couple of upsets, CBS programmers quickly switched regional telecasts to bigger audiences. "So much for surprises. CBS ought to get some for its $215 million."
             Martzke next dissected the ratings war between network broadcasts, then noted that, "CBS' resurgence in sports programming, which includes college football in 1996 and the $1.725 billion extension of the NCAAs [1995-2002], will continue ..."
             In late December 1994, another analyst observed that conferences, schools and the 59,726 scholarship athletes at the NCAA's 301 Division I schools had their eyes on the additional $72.7 million a year the NCAA would pocket from its new TV contract. Some sportswriters, such as USA Today's Brian Burwell, say the athletes should get paid, too. Heaven forfend, says the NCAA.
             Kathryn Reith, NCAA public relations director, said the NCAA's constitution was written to keep amateurism in collegiate sports. It requires member schools to protect student athletes from commercial enterprises. Moreover, Reith said, most schools in Division I lose money on sports programs.
             "Look at football. For the average I-A institution in '92-'93, total revenues were $13.6 million. Expenses totaled $12.9 million. That would be a profit of $660,000, but if you took out the institutional support, which comes from the university's own funds, the revenues would be only $12.8 million.
             "But Division I schools have to have at least 14 teams -- football is only one. That's a lot of teams and a lot of coaching staffs, travel and facilities."
             Robert McCabe, a staffer at Northeastern University's Center for the Study of Sport in Society, thinks the NCAA is right. There just is not enough money, despite the big TV paydays.
             McCabe said the Center had no offic...