It is my estimation that sports will in the future be the only media events that will be able to command a price. They are time-sensitive and the owners can control the distribution of the content.
Contrast sports with “news” which is ubiquitous and not owned by anyone. It just “is” like air.
http://latimesblogs.latimes.com/entertainmentnewsbuzz/2009/11/lots-of-smoke-but-likely-to-be-few-flames-in-dc-for-comcast-nbc.html
Lots of smoke but likely to be few flames in D.C. for Comcast-NBC
http://www.nytimes.com/2009/11/09/business/media/09comcast.html
Intense Review Is Expected for NBC Deal
http://www.miamiherald.com/opinion/other-views/story/1323711.html
Kurtz has a conflict
http://cancelthebee.blogspot.com/
Rumors in Biloxi... update: layoffs in advertising and production?
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117105
To Be Free, Or Not To Be, Murdoch May Find Out: 25% Of Journal’s Traffic Comes From Google
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117108
Digital Out-Of-Home Continues To Expand, Albeit At Single Digits
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117088
Grey Revs Fall 20%, Slams ‘Leno’ Impact
In fact, that is the VERY reason ESPN is not only surviving, but thriving. ESPN will make a bid for the Olympics--and because ESPN is a true around-the-clock sports operation, they don't need to work with over-air prime time broadcast schedules and they could broadcast all Olympic events LIVE regardless of the location of the Games.
Despite the sanguine hopes of new regional networks that cater to one college conference of teams, why do you think the SEC signed BIG deals with both CBS and ESPN for college football coverage? With true national exposure, SEC football on ESPN/CBS means true national coverage for this conference, hence the reason why a large fraction of the "blue chip" high school football players who have NFL potential sign with SEC schools.