The biggest difference between Red Bull and Discovery is that Red Bull didn't need to make money on broadcasting. Like their athlete sponsorships and events, Red Bull TV was a marketing exercise to promote drink sales. Advertising, in and of itself, is typically money-losing. Discovery's revenue stream, by contrast, is the actual video content. Not saying Red Bull TV didn't have it's own revenue source through ads, but even with the ad revenue, I'd bet my bottom dollar that Red Bull's world cup coverage still "lost money" and was heavily subsidized by drink sales.