You can't listen to sports talk radio, visit a website or pick up a paper without some supposed know-it-all denigrating the sport in general and the NHL in particular.

These sanctimonious blowhards claim that hockey is immaterial, that its impact is miniscule and that it amounts to nothing but a third-rate sport.

They point to the meager television ratings as overwhelming proof that the game is hemorrhaging and dying on the vine. That its appeal is next to nil. That it has no broad-based attraction.

They try to convince those who read or listen to them that hockey is nothing more than 60 minutes of clutch and grab interspersed with some assorted brawling.

Don't waste your time watching hockey, they suggest. In their opinion, the game has become irrelevant.

There's only one problem with their viewpoint.

It's dead wrong. It's misguided. It's just plain idiotic.

It's hard to believe that so many in the media could spout such absolute drivel and nonsense. Never has ignorance and bias against a sport been more exposed.

Are these myopic critics of hockey truly watching the game or are they merely advancing a position born of their own stupidity and narrow-mindedness?

Because anyone that takes the time to do any investigation can see that the NHL is back with a bang. Once again, the sport is taking flight.

No one can deny that the lost season of '04 -'05 left a visible stain on the game. At a time when it could ill afford it, hockey inflicted significant damage to itself by pulling the plug on an entire year.  Sadly, it might take a while for the scar to fully heal.

But to assert that the sport hasn't enjoyed a remarkable rehab is to close your eyes to the truth. In the face of mounting skepticism and uncertainty, the NHL rebounded with a vengeance.

Benefiting immeasurably from new rules that opened up the ice, cracked down on holding and brought even quicker play to an already fast game, the NHL is providing riveting theatre.

And unlike the buffoons who seek to trash the sport, the fans recognize its inherent greatness. They came back in droves this year. In terms of butts in the seats, the NHL enjoyed an attendance renaissance.

The people don't respond in such significant numbers if what you're offering isn't boffo entertainment. The product has to be compelling to sustain that level of interest. And despite comments to the contrary, hockey rates very high on the excitement meter. It can keep you spellbound.

Now can the sport do more to improve its impact and visibility -- to maybe win over some of those detractors who seem bent on marginalizing the game?

That's a no-brainer. Of course it can and in some very profound areas. 

In the past, the NHL hasn't been exactly a marketing or promotional dynamo. The league must start putting on the hard sell to expand its reach. It must lionize its marquee players and use them as tools to spread the word. It must make its stars, of which there are many, recognizable faces and personalities.

And naturally, it must address the television issue. No knock against the OLN network but the NHL must do better. A more high profile vehicle must be found to transmit the game.

At present, networks are reluctant to take a flyer on the NHL because past ratings have been low. In some ways, the game doesn't translate as well on the tube as do other sports. But it still can be a winner on the small screen.

But it must have creative packaging and a outlet willing to give it a place of prominence. No less a commitment will do. It can't be made a second-class citizen.

Whatever network dares to gamble on hockey runs a good chance of being rewarded but half-hearted measures won't work. They must jump in with both feet and be in it for the long haul.

The game is poised to thrive again and some astute network exec might want to suggest to his superiors that they get on board and not get left at the station.

So please, guard yourself against those who want to diminish hockey. Turn a deaf ear to the sport's naysayers. Pay them no mind and don't fall for their propaganda.

Let them stew in their ignorance. It's their loss. Their prejudice prevents them from experiencing and enjoying one the best games on earth.

Fortunately, many haven't bought into their malarkey. Fans from across the country have rejected the notion that hockey doesn't matter. They've embraced its return like a long-lost relative.

If handled and marketed right, the NHL could end up being a real competitor for the sporting dollar. It could move from being relevant to becoming a real force on the sporting scene. It still has plenty of room to grow.

So ignore the skeptics and get acquainted with hockey if you haven't already done so. If you do, you'll discover the pessimists were as wrong as they could be.