As this cartoon from 2006 implies, sport became an increasingly important part of television watching. Until the 1990s TV One hosted much local cricket and rugby, and provided extensive coverage of international events like the Olympic Games and the football and rugby world cups. Even competitions like America's Cup yachting became highly rated television events. The advent of subscriber-based Sky TV led to a growing concentration of major events on Sky Sport, and the free-to-air channels reduced their coverage of sport. The importance of television coverage led the sports themselves to adjust by playing more games at night during television prime time.
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