The article discusses the differences in broadcasting winter sports, particularly focusing on the Olympics, between the BBC and other nations' broadcasters like ORF and ARD. It highlights how residing in London often means missing out on seeing snow-related sports, as the country is currently experiencing a shortage of snow. The BBC is expected to air events daily as part of its Olympic coverage, yet viewers have complained that this year's Olympics are receiving less airtime than ever due to the loss of some broadcasting rights to the pay-TV channel TNT Sports.

The discussion emphasizes the frustration of UK viewers who hoped for more extensive coverage of the Winter Olympics in Milan and Cortina d’Ampezzo. The article draws a contrast between the celebratory atmosphere in the Olympic city and the media coverage in the UK, where even Olympic enthusiasts feel neglected. With such events not only showcasing athletic prowess but also the cultural significance of winter sports, there's a growing dissatisfaction among fans over the broadcasting choices.

This situation underscores a broader implication concerning the accessibility of sports on national television. As viewership expectations evolve with more options available, the limited availability of Olympic coverage may reflect larger trends in sports broadcasting and international rights allocations. The article hints at a desire for a greater focus on traditional winter sports like curling, juxtaposed against the sometimes chaotic nature of modern sports entertainment, manifesting a longing for respect and honor in these competitions.