There’s been a lot of whining this week about West Coast teams and players catching the short end of things because they play too late on Saturdays.

The theory is, Pac-12 teams worthy of Heisman and playoff consideration are under-valued because people on the East Coast aren’t staying up late to watch their games.

The problem is, as everyone knows, that if you take TV millions, you kick off when TV execs say. And they want West Coast games on late—because that maxes out their prime West-Coast audience. And because even the Big Ten isn’t going to kick off in the 10 p.m. time slot—although, make them an unreasonable offer.

The problem, I believe, is not that West Coast games begin too late. It’s that they begin too early.

How about a Pac-12 doubleheader that begins at 1 p.m. on Sunday?

That would be 4 p.m. on the East Coast, and 3 p.m. in the Midwest. And many of us would love that. The rest of this article is available to subscribers only – to become a subscriber click here.