An increasing trend is for the teams whose games make up the lucrative programming to own the RSN themselves. This serves two purposes: first, the teams make more money operating an RSN than they would collecting a licensing fee from an individual network or a group, such as Bally Sports. Second, by owning their own RSN, teams that must share revenues with other members of their league can mask its broadcast-related profits. Under the old model, a team collects a large fee for licensing its games to the RSN. That fee would then be disclosed and shared with the other teams in the league. Under the new, team-owned RSN model, the team demands only a nominal fee, so the profits for local broadcasts stay with the team. The owned-and-operated RSN model generally works best in the largest markets where advertising and cable revenue is larger; in smaller or fringe markets, the sale of rights fees is more lucrative.