Another important viewpoint is that of a social perspective – sports broadcasting also plays an important role within society. As many more people have access to sports though various media, particularly television, the impact of sports on society has become even more pronounced. Take, for example, success in international sporting competition. Studies (see Gratton and Taylor 2000) have examined and concluded that success in international sporting competition can benefit society at large. The benefits, it is often argued, accrue to a variety of people: sports fans and non – sports fans, active consumers of sport. As more and more people access sports broadcasts, the potential for maximizing these social benefits increases. The social significance of sports broadcasting is such that in some instances, it has been necessary for national governments to intervene to preserve the social benefits of sports broadcasts for society at large