Here is a link to the related article:
http://www.theroar.com.au/2010/01/20/media-dictates-the-popularity-of-sports-in-australia/

The link between sports and the media is outlined in Coakley's text on pages 404-408, the same topic was discussed during class on March 21, 2011. This article is a good example of how the media controls sports, and specifically which sports its viewing audience is interested in. As stated in class, the media controls sports popularity by providing coverage of certain sports, and they dictate these sporting events by paying millions for the rights to broadcast them. In the article the author writes that in Australia controls which sports are popular at specific times during the year, especially with the Australian Open in January. He says without the media not as many people would care about tennis, but the Open provides a story for the media to cover. This proves that the media says a say in the popularity of sports, without the media would as many people be interested in the Australian Open, or would they rather watch rugby, or soccer?
According to Coakley's text on page 404 he writes that the media does control the commercialized sports with media coverage and television rights revenues. Coakley says that the sports organizations depend on these revenues and media coverage to draw attention to the sport, and without the media sports would not be as profitable. In television rights alone in 2008 the NFL received 3.7 billion dollars compared to the 400 million in 1986. The media provides the leagues with huge revenues just to cover their events. As said in class the teams have changed schedules and times to fit the time slots of companies, and also added TV timeouts, and expanded leagues. In the article the media has made tennis important, as the fan base continues to decline. The sport fan has no choice but to watch the event if that is what the media is going to cover. Who knows without the media would the Australian Open still exist?

Exclusive sports channels such as this one are growing worldwide, and will be the future of sports viewing.