Solberg (2007) applied welfare economics principles to suggest that the currentpolicy of European public service broadcasters of acquiring expensive sportsrights should be stopped. Handing over expensive sports programs to commercialrivals would release resources that could be used to purchase programs that haveexternalities or qualify as merit goods. A welfare economic gain would be made.This sounds fair enough at first sight: a straightforward application of welfareeconomics that provides clear guidance for media policymakers.