We want it all, right when we want it, and with time delay and rebroadcasting of sports from around the world, we can have it. Do you think Indian cricket and soccer are too horribly boring to even consider watching? You should see just the highlights -- they rock!
This, in turn, creates more expectation and demand for exciting sports. And this demand for excitement fuels some of the rule changes we'll look at a little later.
On the flip side of time delay is the desire, if at all possible, to see sports live. This means that baseball games last into the wee hours of October mornings on the East Coast in order to catch prime-time viewers in the West. It also means that the NBA playoffs include 16 teams, which play well into June. If there's an audience to be had, TV sports will have it.