In a modern, digital world, football fans aren't content to wait until 10.30 on Saturday night to see the best goals from the Premier League.
And no, they aren't willing to only watch them on one website or app, either, no matter how much money was paid for the privilege.
Instead it's become a de facto (if pixelated) standard to post goals to services like Instagram and Vine, recorded straight off the TV. If you search Vine for 'Premier League', you'll see what we mean.
So... If the Premier League happy about that?
No, they are not.
The authorities at the league have issued fans an official warning that they will not tolerate anyone posting videos of goals online.
Dan Johnson, director of communications at the Premier League, told the BBC: "You can understand that fans see something, they can capture it, they can share it, but ultimately it is against the law."
They added that they are developing technology to automatically find and delete the videos.
"It's a breach of copyright and we would discourage fans from doing it, we're developing technologies like gif crawlers, Vine crawlers, working with Twitter to look to curtail this kind of activity."
So how has that gone down on Twitter?
See for yourself:
In light of the Premier League's attitude towards #vine, I assume as many people as possible will be posting Vines from PL games?— Nick Chainey (@NLFG) August 15, 2014
The success of vine replays of goals during the World Cup shows there is a need for social highlights, Premier League should own it.— Neal Mann (@fieldproducer) August 15, 2014
EVERYONE POST EVERY GOAL ON VINE.— Steve Price (@PlanBstudio) August 15, 2014
@premierleague statement that sharing goals on Vine is copyright & illegal just makes me want to do it even more.— Cieran Hart ⚽ (@Cieran_93) August 15, 2014