Marketers are expressing concern that even though sports remains popular programming, the spiraling prices and increasing number of televised games are making it harder to justify, writes Michael McCarthy. "When you have games being shown on so many different broadcast and cable channels, 24-hour programming, how do you break through?" asks Anheuser-Busch InBev marketer Blaise D'Sylva. Randy Freer, co-president of Fox Sports Media, says that "we need to do a better job talking about, and promoting, the pay-TV marketplace."

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