http://www.guardian.co.uk/media/2007/nov/27/sportsrights.television

Setanta sports has managed to strike a deal to show 90 World Cup 2010 matches. Also it has managed to get the majority of Englands away fixtures. I have chosen this story in particular as it is one that effects me. Already it is expensive enough to show live football but now that Setanta sports has rights to screen live football, it is making it more difficult for people to watch as many live games as they can as it is proving more expensive. Sky already offer sky sports and prem plus. Now that Setanta is in the picture as well, they are also offering a subscription service which again makes it more expensive. Though it could be argued that Setanta is offering healthy competition for the bigger companies and therefore is challenging the monopoly that may be within this certain industry. Perosnally though I feel it is not as good for customers, as it becomes more difficult for them to be able to follow their team, as kick off times have also changed due to tv deals.

What four motivations for choosing a text did Blumler and Katz suggest?
Diversion - also known as escapism. This is when people escape from everyday problems and routine.
Personal relationships - using the media as a form to interact with their emotional life. e.g. substituting soap operas or family life
Personal Identity - Constructing their own identity from characters in media texts and learning behaviour and values.
Surveillance - Information gathering, e.g. education programmes, weather reports, financial news, holiday bargains.

What is a cultural code?
A theorist David Morley suggested that alot of focus should be put on socio-economic groups. For e.g. Texts will appeal differently to A/B classes than they will to C/D classes.