Media questioning of players after games

I feel that the players and coaches should be able to refuse media questioning sessions after games if they do not want to do it. Although this is not the case. Most players and coaches are required to meet with the media after games, win or lose. After a recent loss in the NCAA tournament this media session took place involving Kansas State University's standout player Jacob Pullen and his coach Frank Martin. http://espn.go.com/video/clip?id=6239365