ESPN and Scrabble?

As I am not a big fan of TV I rarely find the time or interest to watch it, and was at a loss as to what channel I should spend an hour watching. After flipping through all of the channels several times I came across a scrabble game, and I could not believe it. I had never heard of people watching a game of scrabble for entertainment. I was even more surprised when I saw it was on ESPN, I thought this was a sports channel. I felt like I had to watch this and see what it was all about. I soon learned the contestants in this tournament were very serious about playing scrabble. Two contestants sat at a table and the TV viewers literally watched them spell out words to a clock. There was music softly playing in the background, as well as two people narrating every move of the game, just as they would in a sports game. I was puzzled as to who would watch this, maybe the elderly or middle aged adults. However, I was pretty sure that the young men I know who watch ESPN would not have any interest in watching or even playing a game of scrabble. Finally, they switched tracks to a football game, then some baseball, and then to some racecars. The commercials were targeted to middle aged and young adults, primarily males, as they were advertising for a variety of things from computers and cars to beer and pizza. While this is a sports channel, I learned it could also be targeting other people through the competitive game of scrabble I first saw. I learned that channels do not necessarily always consist of what you generally associate them with.