What is the appeal?

I notice that the underlying theme in many television shows is conflict. The reality tv shows are some extreme examples, and I can not actually bring myself to watch them, but I see the advertisements and it never ceases to amaze me. This would include stuff like Jerry Springer as well. The people are absolutely geared for conflict from beginning to end, and in the end, nothing has actually been accomplished. The audience boos and gets angry at whomever the “bad guy” is in the scenario, the people actually on the show get into ridiculous, raucous arguments with shouting and arm waving. And, as I said, nothing is accomplished. That I can tell anyway.
I started thinking about this when I saw a show advertised called “The Slap”. I don’t know if it ever got off the ground or was aired at all, but the premise was something about one person slapping another and somehow a whole town was involved. The main quote that I remember, which got me thinking down this path, was “Whose side are you on?”
Um… I’m not on anybody’s “side”, and I couldn’t care less. My question is; Why does anybody?
I get that watching conflict appeals to many people or these shows would tank. I understand that I may be in the minority. Again. I don’t mind that, I just would like someone to logically explain the appeal from a psychological standpoint.
I guess people “identify” with one side or the other? Is there some hardwired… thing built into people?
What is it?