A study examined the uses and functions of broadcast sports programming as compared with in-person attendance of sporting events by focusing on the motivations, behavior, and attitudes of audiences toward such activities. Subjects, 219 students from a major western university, completed a survey instrument. Findings indicated that: (1) sports consumers received social interaction gratifications with family and friends through both in-person attendance and broadcast sports; (2) release from emotional tensions was evident, although more so in live sports attendance; (3) cognitive needs were gratified through attendance and broadcast activities; (4) sports fans received ego satisfaction through the personal identity functions with athletes, although more so at in-person events; and (5) yelling and disputing officials calls and coaches' tactics during sports provides a socially approved outlet for otherwise unacceptable behavior. (Five tables of data are included and 17 references are attached.) (SR)