In this post-industrial ear sport has gotten more close with media industry, and its structure and conduct has gone into drastically complicated complex. Now, in addition to existing newspaper and tele-broadcasting, cable networks and satellite broadcasting are joined in pursuing benefit-making with sport. This new phase of sport-media relationship has brought a lot of changes in ratings, programming, and broadcasting rights. In the midst of foreign professional sport leagues gainning it's popularity quickly in Korean audience, domestic leagues are struggling for viewers' recognition. Also cable networks are successively raising its ratings and, therefore, commercial power with broadcasting such a sports as golf and mixed martial arts.