Yes, it's a column about baseball. But before you click away (grumbling, ''If I wanted to read about sports, I'd subscribe to Sports Illustrated), let me add it's also about TV and greed. Have you ever noticed that those two simply go together like peanut butter and jelly, or ''Cheech?
This subject has been on my mind since 2004, when the ''Red won the World Series for the first time in 86 years, finally put the Curse of the Bambino behind them...and my baseball-mad oldest grandson missed the game because it was on way past his bedtime (his dad woke him for the postgame celebration, and good for him).
I tabled the subject then, even though ''event'' baseball games regularly appear in EW's ratings box, but my disgust with Major League Baseball has continued to grow, and finally came to a head during my last visit to Fenway Park, when the PA announcer informed us that the seventh-inning stretch was being sponsored by Coke. And that's not the worst. In 2004, MLB okayed a plan to put advertising for Spider-Man 2 on the bases during interleague play. Fan outrage killed the idea, but that it should have been raised at all is depressing. Sometimes you just want to say to the suits running America's pastime, ''Have you no shame? Is there nothing you won't sell? No disgrace you will not visit on this wonderful game in order to turn a buck?''
When I was a kid (the sort of line that invariably indicates your correspondent is growing old and curmudgeonly), children could still watch baseball on TV. I saw Don Larsen's perfect World Series game after school and danced for joy around our apartment even though Larsen was a hated Yankee. In the years that followed, more and more teams began to play more and more night games. The reasoning was simple: Lots of working guys couldn't go to day games. What the reasoning ignored was the ever greater emphasis on televised baseball. Yet those early TV pioneers were pikers compared with those selling the game today, with whole cable networks like YES and NESN pretty much devoted to the idea that baseball is just another prime-time TV series.
NEXT PAGE: ''I tell myself I'm cynical hardened to all this and mostly I am, but I'm still amazed at how corrupting television can be.''