[denphone]

Originally Posted by Chris

Not to want to encourage OB especially but they can distribute their content as effectively over IP as they can by satellite.

Whatever the future of broadcast TV, I think it's obvious to Sky that the days when they could more or less dictate the way the pay-TV market operates, by controlling the only nationwide distribution platform as well as rights to all the premium content, are over. If they're going to survive in a fragmented landscape with many distribution platforms and premium content spread thinly across them, then they need to find other ways of being distinctive. If they can produce quality content, that will help them no end.

l agree with much of what you say as for several years Sky has been adapting their strategy in a changing marketplace with far more competition now then there was then and part of that strategy is less reliance on sport and more diversification in producing high quality content.