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In 2002, the DirecTV exclusive on Sunday Ticket expired. By then, digital cable was on the horizon and Sunday Ticket was widely expected to shift to cable. The cable carriers wanted games sold individually, pay-per-view. The league wanted an all-encompassing package, which now -- as Sunday Ticket -- retails for $250 per year plus DirecTV-bundled costs that seem to vary depending on what phase the moons of Saturn are in at the exact moment you order. A power struggle ensued, with the big egos in the executive suites of the cable carriers essentially saying, "We'll decide how to market your games." This not only offended the big egos in the executive suites of the NFL but was totally different from the league's traditional partnership relationships with the broadcast networks and ESPN. In the background, the cable carriers were jockeying against each other to start their own sports networks and were angered by rumors the NFL would found what became NFL Network. In December 2002, the league gave the cable carriers a deadline for an offer for Sunday Ticket; the deadline passed, so the league re-upped with DirecTV; the cable carriers then presented a too-late offer and issued press releases denouncing the league for not waiting.
The 2002 turn of events pleased the broadcast networks, which still weren't happy about loss of local ratings and local advertising -- when a Sunday Ticket subscriber watches an out-of-market game, local ads are not inserted into the blank time a network computer leaves. After Fox joined NFL broadcasting, Fox said it would object unless Sunday Ticket subscribers were capped at 1 million, a restriction on access that belies what the NFL now says about how the NFL Network should be widely available. The 1 million Sunday Ticket subscriber ceiling has been expanded somewhat since, but not by much: The NFL continues to tell the broadcast networks not to worry about Sunday Ticket because its availability isn't growing, and that belies everything the NFL is saying to Congress about the NFL Network. In 2004, the NFL renewed the DirecTV exclusive again, until 2010, after fighting again with cable carriers about how to present the games. The NFL wants Sunday Ticket sold to cable roughly the way iN Demand movies are sold, through a single source with a single national price. (iN Demand is a consortium that markets movies to cable provides, not a service of individual cable firms.) The cable carriers rejected this, and again the over-the-air broadcast networks were relieved.