Prime-time slots are not empty shelves waiting for a good cause. They are contracted inventory. The IPL's 2023-27 media rights sold for $6.2 billion, which means every evening slot in cricket's biggest market already belongs to somebody, with lawyers attached. Sportcal An equal-promotion mandate does not create airtime. It confiscates it, and the confiscation lands on whoever has the weaker contract, which is usually another sport that also needs the audience. This is the part the mandate never answers: whose prime time gets taken? Equal sounds noble until you have to name the loser.
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