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Lets face it, FSC has enough football programming. You can complain that you may not see the game each week you want to, but it's amount is something that is sufficient . What we do need is better pre/post coverage and sponsors make those shows. From the first days of broadcasting sponsorship has driven the media. So, if Bud, Bass Ale, or you name the brand is willing to pay for say a quality show, LET THEM.
I will be interested in what kind of treatement ESPN will give full blown soccer coverage if they ever sign up with the Premiership or even La Liga or Seria A as the broeadcasts will be a lot better than FSC, GOL, or even Sentanta.
As long as the content isn't affected, advertising is just that.