That's because it's the Scottish based media. The BBC, ITV are BRITISH, not Scottish or English or Irish.
You've never heard anybody from Northern Ireland calling themselves British, do you live on the Falls Road or something?
“As a British citizen I want to see my unionist identity promoted and defended. For too long our rights have been denied and our identity despised. I mean to promote our sense of Britishness proudly and unashamedly”. http://www.ipjr.net/profile.asp
What and watch the Venus sisters slug it out like George Foreman and Lennox Lewis? Why not? never thought of that to be honest.