Sony is no way arrogant, infact it is best broadcaster specially in sports genre. They r giving due importance to each sport, what u r asking is alright but audience for such things is minute and they do not want to pay justified amount for watching the same. Due to tiny audience base, advertisers do not show required interest. So where will revenue come from?
Regarding Viacom18 coming forward to buy rights, well their previous attempts have not given desired results hence why should they invest more? All one can hope is that Discovery will soon join Viacom - CBS venture and thereafter look at buying rights of key events thru combined effort.
Infact my problem with Star India is not mainly telecast of cricket across channels but the fact that they buy broadcast rights for other major sport events and do not air it properly. They do so in my opinion to block competition. We cannot criticise Star India for giving cricket importance as people watch it and BCCI or other rights r sold at astronomical price. Either this has to go down or football lovers should be willing to pay higher subscription and if both does not happen then story will continue as it is....
