Because they are bitches, that’s why.
They gave some cockamamie excuse a few years ago, I cant remember the hell they said. Then, to add insult to injury, they bumped it from 12 Noon until 3 PM (when it is live at 9AM on the East coast USA) for the past few years. What the hell? Like I really need to see Ron Popeil shilling his goddamn pasta maker or rotisserie oven another time.
People rejoiced when NBC took over the French from CBS in the early 80s cause CBS sucked with the coverage. Now, CBS is doing right by tennis and NBS is screwing with us.