For whatever effect this may have on sports broadcasting in the Southeast, especially the SEC, ESPN has signed an agreement with the SEC that begins with the 2009 college football season. This agreement is the basis for the "carrot" if you will, to get the majors (DirecTV, Dish and Comcast) to sign carriage agreements for ESPNU-HD, which will handle these games as well as 1 prime time college game each week. This was stated by ESPN when they announced the 5 carriers who would have ESPNU-HD when it launched.
The "stick" that goes with this "carrot" I suspect, and I have no factual information other than reading the press release wherein ESPN referred to the deal for the 2009 season as the "incentive", the stick is probably a not insubstantial increase in the carriage agreement for the HD version of ESPNU.