The CFP is a joint venture owned and operated by the FBS conferences (all 10 of them). They negotiated the TV deal which runs until a couple of years after after the Big 12 TV deal does. The Big 12 appears to be a zombie league since ESPN and Fox each refused to bump up the TV deal up to allow expansion and will likely be divided up in a few years. The CFP will then expand to 8 teams with the next TV deal and the conference title games will be the quarter final games. That’s 7 games total for an 8 team playoff. Rotate between the 6 games in use now for the CFP and New Year’s 6 games (Cotton, Fiesta, Orange, Peach, Rose, and Sugar) and keep bidding out the title game like now.