When I first got Sky Sports back in 2007, it was something like £40 p/m. I thought that it was quite pricey, and I couldn't REALLY afford it, but I bit the bullet and paid it. The reason was simple: I wanted to watch non-Rovers matches at home whenever I could, and I was prepared to pay what I thought was over the odds for it. So if people want to complain at Sky changing footy times, then you can blame people like me. 😄
I completely don't buy that the media are to blame. The media provide a service, fans pay for it, Sky notches the prices up a little, employs another expensive pundit, gives you the "extra content you wanted", and the cycle continues until everybody's own financial breaking point. We cannot have our cake (footy in the home) and eat it (normal kick-off times). Sky having control over matters such as fixture dates/times is a total consequence of sports fans paying huge amounts and, in turn, expecting footy to be on TV at a time convenient to them. The only way to stop it is to stop paying for Sky Sports, and while we all complain about Sky, I bet most of us stuff their coffers at the same time.