Three Public Broadcasters Lose TV Rights For International Competitions. Why Skiing Shall Never Be Same
Earlier this month we all learned the news many feared: national public broadcasters in Sweden, Norway and Finland are to lose something that was always theirs and was more or less considered their birth right: The broadcasting rights for international cross country skiing Yep, no more skiing on NRK, SVT and YLE as of autumn of 2021 – unless some deal with new owners will be worked out ( which is doubtful). This is a watershed event for the sport that was for so long underpinned by public broadcasting. We look into why did it happen, who are the guys who outbid powerful national broadcasters, existing on direct infusion of taxpayers money. Most importantly, we postulate that cross country skiing will never be the same & will have to change…