The problem stems from the way that the rights are sold to TV companies. For something like Euro 2012, ITV got the rights to show England's first game, BBC got the rights to the second game. Thus, if you want to watch the game then you don't have any choice about which broadcaster to give your custom to. This situation also leads to inevitable comparisons between the BBC and ITV coverage. BBC coverage is better. Essentially, each broadcaster has a monopoly for a game.

A parallel situation would be me moaning about Southwest trains. If I want to get the train to London then I have to use SWT. It might be that I've been on a better train somewhere else where the seats are cleaner and the service more reliable. I'm not going to stop using Southwest trains because of this, but I might be tempted to tell everyone who will listen that train company B is much better.