Id suggest that has much more to do with the AFL's media management than pumping out its own good news stories and the main stream media feeling the need to follow suit. You can ask why one arm of a media company is trying to cause harm to a sport that the other arm has invested heavily in to show on TV? You'd think there is a vested interest in all parts of the media company working together to make the game as popular as possible to generate more viewers? Then again Murdoch did make it clear which code he prefers! Maybe the annual report will offer some clarity on what this digital investment is hoping to achieve?