Is this season even more depressing than usual?
Sky did do an awful lot to "create" the interest in, and therefore the behemoth that is, the Premier League, though, Berb. The title race was never covered in such minute detail and with such interest as it is now, in the 1970s and 1980s - it received far less media coverage than the FA Cup, on both TV and in print media, and sometimes even Liverpool winning a title was a smaller story than one that interested the press more, like Crystal Palace getting promoted. When Sky bought the rights to televising the league, the aggressive marketing (the very creation of the name "Premier League" was all part of that) they had to whip up interest in it to fever pitch precisely to create what would not have happened before - interest among neutrals in who won the title, outside the two or three clubs challenging for it, to the extent they'd actually pay to watch 90 minutes of live games not involving their teams. The narrative that was Manchester United finally ending their title winning hoodoo after 26 years was gold for them, of course, but probably more so was having two underdogs like Norwich and Villa pushing that race all the way; Man U fans' retained distaste for Blackburn supposedly "buying" the title in 1995 was a direct reaction to Sky's relentless depiction of Blackburn as the little club from the little town taking on the big club and winning, as if they were showing a season-long re-run of the 1976 Cup Final.
Then the Champions League came along and made finishing fourth in the league as important as winning it (and certainly far more important than winning the Cup), and the rest is history. But the original overhype about the title race began with the first Sky deal.
Sky did do an awful lot to "create" the interest in, and therefore the behemoth that is, the Premier League, though, Berb. The title race was never covered in such minute detail and with such interest as it is now, in the 1970s and 1980s - it received far less media coverage than the FA Cup, on both TV and in print media, and sometimes even Liverpool winning a title was a smaller story than one that interested the press more, like Crystal Palace getting promoted. When Sky bought the rights to televising the league, the aggressive marketing (the very creation of the name "Premier League" was all part of that) they had to whip up interest in it to fever pitch precisely to create what would not have happened before - interest among neutrals in who won the title, outside the two or three clubs challenging for it, to the extent they'd actually pay to watch 90 minutes of live games not involving their teams. The narrative that was Manchester United finally ending their title winning hoodoo after 26 years was gold for them, of course, but probably more so was having two underdogs like Norwich and Villa pushing that race all the way; Man U fans' retained distaste for Blackburn supposedly "buying" the title in 1995 was a direct reaction to Sky's relentless depiction of Blackburn as the little club from the little town taking on the big club and winning, as if they were showing a season-long re-run of the 1976 Cup Final.
Then the Champions League came along and made finishing fourth in the league as important as winning it (and certainly far more important than winning the Cup), and the rest is history. But the original overhype about the title race began with the first Sky deal.
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