Their reluctance to change proves one thing to me - that they know they're peddling crap, but they make more money from it. By selling a package deal ('all you can eat buffet' made of one small steak and however much soggy lettuce and raw toast you can you), they add 'value' and don't want to break out the content people want to sell for less.
The music industry was guilty of the same with albums, but they've embraced the digital future. The TV networks dragging their feet is sadly poor for the consumers, but short of boycotts and they like, the TV companies won't be forced. Maybe we need someone like Sony or MS to land a landmark deal with one of the content providers to swing the whole industry around?
Makes sense from their perspective !
I doubt making a deal with them will change anything. The same folks will be in charge. They will protect their interests first.
Perhaps inventing a new, more popular sports entertainment format will help. It's probably being done now. ;-)