Suddenlink Cable announced Tuesday they were unable to reach a deal with the NFL Network that would bring Thursday's Cowboys/Packers game to Lubbock's largest cable provider. In a media release, Suddenlink says the NFL wanted no less than $100 million from Lubbock's provider for the rights to air the network. Suddenlink balked at the offer, instead offering an incentive of a free place on the dial and all ad revenue generated by the channel. Neither side budged in time; negotiations ended early Tuesday. Suddenlink cites a high bill for all customers if they gave into the NFL's demands. They say they're not willing to charge customers extra for a channel they may never watch. All hope is not lost though. The game starts Thursday at 7pm, and Suddenlink says they'd be open for last minute bargaining. Local Dish Network and NTS customers won't worry about that, those providers already carry the NFL network.