It's funny because BT said they were willing to pay more and Sky said it was much more than they would've paid so either they're both fibbing a little bit or BT are confident that they will gain enough subscriptions from it to start raking in the cash.
Virgin have taken a hit on BT Sport and offer it free to anyone with their biggest packages and offered it to me for just £5 a month which I thought was worth trying at that price.
It'll be us who lose out eventually. Sky say they are going to concentrate on other programmes like dramas and comedies but I hardly look at the Sky listing to see what they are showing other than sport or on Sky Arts. I've yet to see a comedy made for Sky that I want to watch other than the Karl Pilkington Idiot Abroad series.
I can see in a few years time that you will need subscriptions to Sky, Virgin, BT Sport and even a BBC Sport service, which surely can't be far away now, in order to watch every Premier League and Champions League game live. Same with Internationals. The World Cup and European Championships won't be exclusive to terrestrial TV for much longer I don't think.
I've not watched much on BT Sport yet but really I don't bother much with the build up to games anyway. I watch Premier League games sometimes but just put it on the right channel at kick-off time so who is giving the expert analysis and telling us what we already know for £500k a year is a bit irrelevant.
I did catch Steve McManaman and Owen Hargreaves wearing white soled shoes to show the viewers what a mini football pitch looked like before one game, which probably cost BT a fortune to have installed inside the studio and still can't work out why it was there