Pubs prepare for a TV sport game-changer
Forget the battle being waged in the domestic market for so-called ‘triple-play’ customers — those that take TV, broadband and telephone from a single provider — BT is now appealing to those pubs that would like to show more than free-to-air sport but have struggled with affordability, and don’t want to radically alter their customer offering.
The next point to make is, judging by the channel’s launch event last week, BT means business. Hundreds of press and broadcast industry bigwigs were bussed into the Olympic Park in Stratford, east London, for a slick launch event featuring its star presenters and pundits. BT executives repeatedly told us they were in it “for the long run” and “absolutely committed” to the new sports venture.
Some might argue that BT has missed a trick by opting for the much-maligned pricing structure based on pubs’ rateable value. Nevertheless the subscription costs are without doubt attractive to pubs alongside a ‘three months free’ sign-up sweetener and the promise of a free box and installation. The firm has also hinted that it will be flexible in its pricing for multi-site operators, something Sky has been criticised for not doing in the past.
Crucially, BT has secured the rights to the Saturday 12.45pm Premier League slot — a key time for pubs — which it can then follow with a live top-flight rugby match. Executives expressed a desire to “own the Saturday” and keep viewers glued to one channel.
Detail of what support BT will offer to licensees that sign up in terms of PoS materials, planning and promotion is still vague, but no doubt will become clearer as we approach the new season in August.
So how will Sky respond? Insiders are at pains to point out the breadth and depth of its sports coverage and how it shows the sport that drives footfall — for example, the Lions Tour, Champions League, the Ashes and Heineken Cup. For all BT’s noise last week, Sky will still be showing three out of four live televised Premier League games.
Sky also insists that BT’s big splash last week has no bearing on its pricing and package of support for pubs. Last summer Sky committed to freezing prices until at least June 2013, so this year’s price announcement will be intriguing, whenever it comes.
One thing is for certain, BT is not a one-trick sports-broadcasting pony, but a communications Behemoth with exceptionally deep pockets. Its launch was tagged as ‘The Game Changer’ and, while that might be a little hyperbolic, it nonetheless adds some spice to the TV sport arena.
Much like a top-of-the-table title-deciding match, this is going to be fascinating to watch.
