governing bodies, teams, venue owners, the media and others jostle for a

slice of the financial action. The recently signed media rights deal

for the Australian Football League (AFL) – A$1.25 billion over five

years – shows there's plenty at stake. In addition to traditional

outlets, multiple possibilities for viewing pleasure are now presented

by the Internet and mobile media, but the definition of fair use is

fuzzy at best. And, it seems the day when news organisations may have to

pay to report on major sporting events is not far away.