To be fair TV has always had a bit more of a 'real' look anyways, ever since it moved to largely being filmed on video instead of film. It's also always been a

To be fair TV has always had a bit more of a 'real' look anyways, ever since it moved to largely being filmed on video instead of film. It's also always been a higher frame rate (30 frames/60 fields in that weird way where the fields still had motion from each other) and both crts and lcds have some more persistence of image than film projectors. So I'm not sure that when we're talking about broadcast television it's that surprising to have them pushing for higher frame rates. And it's entirely possible that like other things pushing modern broadcast TV advancements, the enhanced 'reality' and better motion fidelity is advantageous to television because of the one thing people still care a lot about watching live: Sports.