When I was growing up, 20 or so years ago, there was a coverage of English football on our local TV station. 4 games per week, and it was amazing. Then the news came out that they simply didnt have enough money to get the rights for English football. There was still Italian and German football on TV, just not English.
And it remained like that for a solid 10 years until digital and cable TV finally became standard.
It was Sport Klub (club) that had the rights for the games. But when their contact expired, they were outbid by Arena Sport. They are regional TV and they did great job with the coverage of the football. However, for people on Balkans, they are really expensive and they have to be to continue broadcasting the games.
General interest in football is in all time low, at least to watch it on TV. That 10 year of limited football is kicking in right now. And current lack of interest is going to kick in soon, real hard.