Thats the problem the clubs are far too dependent on the income from those games and dont want to lose it. Most if not all SPL clubs if they were ordinary businesses would have closed down years ago as they are not financially viable. They are paying way too much of their annual turnover on players wages, at some clubs it 85% to 90% of their annual income !!!
All the TV money has done is fund ridiculous wages for average players, so its no surprise that clubs want as much cash as they can get. The situation is too far gone to change, you cant just cut wages overnight, you would have no players left.
There needs to be wage caps put in place and clubs forced to gradually reduce their expenditure till they are financially stable and able to live within their means, ie financing all expenditure from ticket sales, merchandise, hospitallity and catering, advertising etc. Any TV money would then be a bonus which could be used to lower ticket prices, attract more fans which in the long run would earn you more money. Simples