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The local affiliate is making the decision.
Once you get out of the territorial rules they can pick their game. That's how dozens of stations switched into the Browns game this week. Started at like 15% of the country and ended at 50%.
Is this true? When I was at UConn I emailed wfsb and asked about seeing a pats game instead of a Jets game and who made the decision as to which to air. The sports director said the NFL and national network have the final say though the local affiliate can request a game.
Also, the report I read last week said that it was Fox national not the affiliates who changed the distribution of the Cleveland game. They even rearranged their broadcast crews to reflect the change in distribution.