Sport, television and society are closely linked and catalyze each others growth. A nation with a strong sporting culture always has a powerful broadcasting industry with big revenues. But sport can only stay relevant through constant evolution; can television lend a hand? Are growing broadcast rights fees good or bad for sports and television? How is the sports landscape changing to accommodate broadcasting requirements and how is television adapting to new sports trends? How much impact do athletes successes and failures actually have on TV ratings? Should policymakers place their bets on elite sport or junior sport to develop the Russian sports industry and improve public health?