LONDON: British Sky Broadcasting, the UK satellite TV platform controlled by News Corp, won exclusive rights to broadcast games from the Premier League for three more seasons, beginning in 2004 recently.
The coveted rights will allow BSkyB to deliver more live soccer matches than in the past. In short, it is much like gaining exclusive coverage of NFL football in the United States.
Sky said it will offer 138 live games a season beginning in 2004, compared with 106 live games under current arrangements between Sky and the Premier League.
BSkyB's chief executive Tony Ball said, "Sky is delighted to be continuing its relationship with the Premier League for a further three seasons. The new arrangements are good news for Premiership clubs and good news for viewers, who can look forward to many more matches on Sky than ever before."
An UK newspaper reported that BSkyB bid 1.024 billion pounds ($1.63 billion U.S.) for the Premier League rights, slightly less than the 1.1 billion paid last time they were up for renewal. The BBC paid 105 million pounds for the soccer league's highlights package.