Let me just take this as two points, where I'll address some of what you raise individually.1) The US Market:The majority of your argument seems to be based on internet viewership - i.e. downloads, torrents, live streams etc. A bit of a funny argument really - the live streams used, as I'm sure you are aware are of ESPN, SA Sport (South Africa) etc. People don't pay for these streams, they are basically redistributed through legally ambiguous p2p networks. HOW ON EARTH IS THIS A REVENUE FLOW FOR PEOPLE LIKE SETANTA WHO HAVE TAKEN THEIR CHANNELS TO THE UNITED STATES? It isn't. I'm afraid you don't really understand american immigrant communities, if you believe they sit and spend their evenings watching football (urr.. sacker).. It's all about getting absorbed into the american way of life - watching ball games and basketball, and the all important NFL. And, immigrant communities do have a very high rate of weekend employment. It's not just in the poorer communities either (i.e. Mexicans!) but also in prime-jobs, which tend to be financial sector related, particularly i-banking where there really is no off-time. You are arguing for mass popularity of a sport that is clearly not popular in the United States. If you're looking at forums as your point of departure, that's silly really: you don't have to watch football to talk about it! Atually sitting and watching 90 minutes of a sport that may finish 0-0, really isn't what americans like to do. this is simply a cultural thing. Every fact in the world will support my argument, while you're depending on theoretical notions in your head. If it was as popular as it is, the MLS would be marketed and hyped into being far, far, far bigger than it is.2) The Indian context.Firstly, are you actually aware of the fact that GOAL TV buys the vast majority of its content from Setanta? You seem mysteriously unaware of this fact.Secondly, it's a simple argument. Setanta can make money selling its rights to GOAL TV, if GOAL TV can make money selling it to consumers. Cut down the distribution chain, and you have Setanta selling its content directly. Not very different from any other commodity - brands are usually available well before their own distribution networks are setup, but eventually they are. As for what leagues are viable and what aren't: the EPL is because it's been extremely well sold. There is nothing endemic that makes it so much better than other leagues. Those who watch La Liga will tell you just how exciting that league is. The Bundesliga has taken big strides over the last few seasons. And officially the most competitive league in Europe: The Championship is actually very marketable today. People watch what is sold to them. Quality content and broadcasts will open up further markets in years to come. To deny this is to deny what has already happened over the last 10 years. And to bring up the American example is a bit silly, because it is actually a great illustration of the possibilities that lie ahead. If any football channels are viable, the quality ones are certainly more viable. Bidding for the EPL will be more comptitive in 2009/10 when the rights are up for sale again, and it will no longer be one channel dominated as it has been in the past. The same holds true for La Liga, Bundsliga and Champions League rights (which in case you haven't noticed are now with ten/zee). The fact that the cost of production remains unaltered and the quality of content is so high for the likes of Setanta, Eurosport, etc. will only give them a lot more weight to throw around in years to come. ESPN Star is here to stay thanks to Rupbert Murdoch, but as countries as forced to get rid of protectionist TV policies, the growth of DTH and PPV platforms will lead to the sruvival of quality broadcasters only, and ultimately the globalization of TV channels. I see nothing in your post that argues against this fundamental point.With "Asia" increasingly being see as one region (EPL rights for example, are sold for Asia as a whole, not India individually) - the process may happena lot sooner than you seem to think.