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CBS, NBC and Fox agree record seven-year contract to show American football and other sports popular with viewers
Network paid billions for exclusive US rights but faces declining audience interest
Comcast network to pay about $2.7bn over six years, almost tripling value of its existing contract
Escalating demand for live sport illustrated by basketball deal extensions
The sport is no longer a novelty, with teams attracting record crowds, and national networks broadcasting live matches
Doing something ridiculous takes its toll on the broadcaster’s credibility
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