BT, the Telecoms giant, has launched its UK sports channels in a challenge to the two-decades-long sports-TV dominance of Sky, BBC reports.
Sky has already seen off ITV Digital, Setanta and ESPN, which all temporarily entered the pay-TV football market.
Marc Watson, BT’s TV chief executive, said the firm was taking the “long-term view” for its sports business.
But Sky Sports managing director Barney Francis said he “relished the challenge” from BT Sport.
The BT channels will be free to everyone on their first day. Sky Sports will later be offering a day of free viewing on 17 August, the first day of the Premier League.
BT Television Chief Executive Marc Watson described the launch as an “important strategic move” for the company.
Speaking to the BBC News Channel, Mr Watson was unable to say how many new Sky Sports customers had signed up, but said it was “a lot”.
“The proposition is generating a lot of interest”, he continued, “Four in five households have broadband – only one in five takes premium sport”.
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