True, the average sportsfan only watches whole games of their favorite teams.
However, people love highlight reels. That's why Sportscenter is so huge.
Unfortunately, ESPN is moving more and more towards "personalities" and gossip and whatever. Just give me the highlights on loop. That way, bars, restaurants, people in their own homes will have it on in the background constantly.
EDIT: Sure, they need to do more content on the web and on-demand or whatever. But their core TV programming should be less TMZ-y. I don't care what athletes did on vacation.