Yeah, but now there's nothing with 1000 more channels available.
It's online streaming. And that probably saved bodybuilding, because there's no more dependence on traditional media to reach fans.
We saw how much $$$$ Vince McMahon lost when he tried putting it on PPV, 30 years ago.
Arnold Schwarzenegger tried airing the ASC on UPN in 1999. It was a complete FLOP, ratings-wise.