If WTSN airs the early rounds of the women's Canadian curling championships, audiences for the playoffs will increase, she says. Whether or not women are ready to become sports-watching couch potatoes is in some ways irrelevant. The fact is, TV networks need them to start taking the remote controls out of their husbands' hands. With traditional sports audiences either stagnant or declining as the television universe becomes more fractured, networks see females as the next target. That's one reason Lee has said there will soon be a woman on the boys' club called Hockey Night In Canada.
Women are the obvious growth area.