Cycling isn't the most popular sport in the UK and it's the responsibility of British Cycling to promote the sport. My friend works part-time for British Triathlon giving presentations at schools trying to promote youth involvement. They managed to get the triathlon test event shown in full with pre-race and post-race discussion on BBC2. It was also given the majority of air-time during the test events highlights show whilst the London Surrey Classic was squeezed in.
The BBC shows F1 but it's popular and the UK is at the centre of world Motorsport. 120,000 people went to Silverstone last weekend to watch the Renault World Series because of a promotion. Cycling can't compete against that and needs to actively and excessively promote itself in the UK and now is the perfect time as the public have people to root for in Cavendish and Wiggins.
Sky has poached all of the popular sports off the BBC and a void has appeared through a lack of events. Jake Humphrey is the only young sports presenter on the BBC's books and it needs more because Balding, Irving, Barker and Co. aren't going to last forever - and are very annoying - but there isn't a sport regularly shown on the BBC that allows aspiring presenters and production teams to gain experience in a relatively pressure free environment. Cycling would be perfect for it, the case just has to be made.
Finally, Ski Sunday is superb.
...and Wiggins is a don.