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Up is up. It's an opportunity for sponsors and broadcasters to get a jump into the sport at a relatively low cost, I'm guessing. VS has been doing really well with what they have. I get every Penguins game (just about all in HD too), I get NHLnet's weekly game, and soon NBCs weekly game. Ratings in my house are way up now that I switched to DirecTV. NBC's new contract is a start. You can't pull a FOX and dump your shows because they don't have a good rating immediately.