Back then, there was no alternative to Sky. Today we have other options, even Amozon are putting certain games even EPL games, on their format, for Prime subscribers of course. Its a different world in a few short years. Sky has the monopoly as far as catchment viewers goes, and we have to be realistic, they only show non Glasgow Derbys to get the Glasgow Derbys. Its a big seller for them, Worldwide, as in advertising they can sell before, during and after.
Put it this way, if they could, they would dump the rest.
The thing is, we need the rest, without them there is no Premiership.
We're not the only League in this situation, its a fact of life in most. Spain, Germany, Holland, France, Belgium, probably South America and beyond.
That is why the EPL is the biggest market, theres more than two teams could possibly win it.
We have a market of Supporters around the World, as do the Huns. But its the floating not aligned viewers who will watch what they are after.
Thats why they (sky) are in the driving seat, because there is simply no alternative.
At the moment.
P.S. I know i contradicted myself by saying there are more alternatives to sky now, but they have vastly more subscribers than Amazon, Viaplay, etc.