The $ick Lie of Mar¢h Madne$$

How did a beautiful game played by unpaid teenagers get turned into an advertising bonanza for corporate America? The short answer is: big money. In 2010, CBS and Turner Sports paid the National Collegiate Athletic Association $11.5 billion for the rights to broadcast the tournament for the next 14 years. The slightly longer answer is that stroke of evil genius that made the big money possible: the TV timeout.
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