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Sky calls for more choice on sports broadcasting
Wednesday 10th June 2009, by Daniel King
With sports television content an important part of many people's choice of broadband package, a spokesman for one provider has called for a more balanced playing field.
Sky chief executive Jeremy Darroch claimed the governing bodies of various sporting groups should be provided with more choice over which broadcasting partner they affiliate themselves with.
He explained to an audience at a Sports Industry Group event in London that more freedom is essential for the future of the sector - and could be in the best interests of a number of professional British athletes.
Mr Darroch suggested the impact that ongoing reviews of the issue may have - and whether or not certain events should be reserved for free-to-air television services - could be significant, adding that by forcing certain events on to such a list, some sports were being held back.
"You undermine their ability to set the right balance across a complex set of factors, including income, exposure, depth of coverage and promotional support. And you remove open competition for rights competition which has benefited UK sport in so many ways over the past two decades," he said.
The representative went on to comment on the 20-year association with cricket that Sky has had and its £500 million investment in the future of the sport as a major part of its broadcasting itinerary.
"Cricket is in robust health with attendance and participation both at record highs" he concluded.
Another sport which is a key feature of Sky's offerings - which could convince some to think about changing their broadband provider and opting for one of the firm's all-in-one packages - is Premier League football.
Categories: Switching, Broadband Products, Sky
