If I remember correctly both ITV and NTL have in the passed both broken football rights contracts. So why would any football club want to deal with them.
http://www.abcmoney.co.uk/news/1420051123.htm
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A spokesperson for the club pointed out that both the companies had a history of pulling out of contracts. NTL had backed out of 40 games in 2000 after having second thoughts about the expected viewership numbers. ITV had also pulled out of an earlier contract with the club after its digital set up failed.
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