Oh just as an aside as to why women's sports are discriminated against, that absolutely is not the case in my experience.
When you're screening sports, there are broadly two types of sports you look to.
Firstly, premium sports like football, motorsports, some golf, some cricket and some rugby union (in this country) - although the rights to these are expensive these attract large and loyal audiences that you can make money out of in some way (via advertising or subscription).
Secondly, in-fill sports like snooker, athletics, darts and second tier golf and cricket. These might not attract large audiences but they have lots of TV hours coverage at a very low cost of production and rights acquisition. Think about how many hours you get out of a snooker tournament vs. football matches.
Certain broadcasters I know have tried broadcasting the most popular women's sports, especially women's football but also women's rugby and to a lesser extent, and including the highest profile tournaments. Unfortunately the reality is that these sports have neither a large and loyal audience and don't give enough TV hours to make it worthwhile.
As an example, when Hope Powell led a brilliant England women's side to the final of 2009 European Championship, a thrilling game (which sadly we lost) was broadcast by the BBC, i.e. probably the best women's game available on a channel everyone can get. The audience for it was less than 1 million vs. say 1.5 million for decent athletic events, 4 million for Grand Prix and 10+ million for FA Cup football.