I think that many posters miss the entire point of this type of debate about ESPN's coverage. Yes, we all understand that they are a business and that they are out to make the most profit by securing the most viewership and endorsement dollars. However, many of us feel that ESPN is going about it in the wrong manner. By only showing American players, or established stars, they are forsaking the future and the present, for the past. Any good businessman will tell you that to succeed, you have to constantly improve the quality of your product and build for the future. The casual tennis fan is their target, obviously, and all they see are the same players all the time. Then, when they turn on the tv for a final and see two people that ESPN hasn't shown them, or talked enough about, they just turn off the set. Where is the good business in that? ESPN is banking on Andre or Andy, or Jennifer, Venus, Serena, Lindsay, or Monica to make the finals of every tournament, but we all know that it is just not possible (especially on the men's side).
What they should be doing is showing more coverage of players that have huge potential, are making noise at other tournaments, and are on the rise. This way, when Rafael Nadal plays Joachim Johansson in the finals of a tournament, the casual fan won't say "What no Andre, no Andy? What else is on?" This was a case in point last week with Vince Spadea vs. Nicolas Kiefer. I bet that ESPN's numbers were horrible for this match, because Andy lost to Vince in the semi's, and didn't make the final. I am also willing to bet that these ESPN morons were actually considering replaying that semifinal instead of showing the live coverage of the final.
My point of all this is that the game of tennis will never grow or gain in popularity in the United States, if the people that air the sport don't make a conscious effort to show all of the major players, not just the Americans. Showing live tennis instead of replays should be a no-brainer, but obviously these guys are only concerned with today and not the future, and in many cases they seem to be more concerned with the opening rounds rather than the finals. I have news for them, even the casual fan would rather see a match for the championship that is for high stakes, than a first round romp.