The world champion is rightly regarded as being an ambassador for snooker. His progress is followed keenly and he is expected to conduct himself in a professional manner: giving interviews, making personal appearances and generally representing the sport.
In this regard, snooker is lucky to have Graeme Dott, whose victory over Peter Ebdon in the 888.com-sponsored event last year was a well deserved triumph for this most determined of competitors.
Why, then, is he constantly being snubbed by the schedulers?
His first match as world champion was played at 10am in Belfast last August, the only session at the Northern ireland Trophy not televised.
At Wembley last month he was made to play in the morning at the Saga Insurance Masters.
And at the Malta Cup this week not a single one of his first three matches has been televised.
Today, he plays Shaun Murphy, who he succeeded as Crucible champion. This is an intriguing match but the TV cameras will instead be showing Stephen Hendry v Ali Carter. Of course, Hendry is a huge draw but we've already seen him twice and Dott not at all. (Eurosport, who show the event, have no say in this - it's decided by Malta TV and World Snooker.)
The Scot himself spoke out about this earlier in the week and has a valid point: if he is expected to behave like a world champion then he should be treated like one.