Sky Sports is British Sky Broadcastings premier Round-the-clock sports news channel in England and Ireland. British Sky Broadcasting is a satellite pay TV company and together with Sky Sports it also has Sky Sports 1, 2, 3 and Xtra that exist like a Premium package over the basic Sky Sports. Since its creation in 1990, Sky Sports has played an extremely dominant role in commercializing British sport. This channel has also been instrumental in making a paradigm change in the organizational structure of sports broadcasting by being the first ones to support and encourage the Premier League to break away from the Football League in 1992 betting advice.
Sky Sports began as The Sports Channel in March 1990 as Sky Television did not have a privileged sports channel initially. Sports programs were broadcast sometimes by this channel but rather than introducing a sports channel of their own, Sky Television made a decision to invest in Eurosport. Upon the launch of Sky Television in February 1989, Eurosport was marketed among its 4 channels.
British Sky Broadcasting and Sky Television announced a merger in the year 1990. Initially unveiled as British Sky Broadcasting, the Sports Channel was relabeled Sky Sports when it was finally launched in April, 1991 on the SES Astra IB Satellite tv. Eurosport terminated its partnership with Sky Television upon the launch of Sky Sports but remained available on the SES Astra platform.
Sky Sports soon turned out to be just about the most successful channels of the Sky system. It was from September 1992, that Sky began selling Sky Sports as a subscription channel. After Sky Movies, it was the second channel in the Sky system which was encrypted via the Video Crypt system. Even though Sky Sports began by airing sports including golf and rugby, it soon acquired the rights to air Italian and German League Football thereby increasing its popularity base.
In 1992/93, with the formation of the Premier League, Sky Sports had become the most popular sports channel following the acquisition of the exclusive broadcasting rights of Premier League Football in England and Ireland for the duration of 5 years.
Sky Sports also manages Sky Sports news, the 24 hour sports news channel which had been launched in 1998. The design of this news channel was overhauled in the year 2007. It was just in time with the football season. Though the main structure of presentation was maintained, the color displays on the information box, the ticker towards the bottom on the screen and the breaking news ticker were changed. A brand new studio, new theme tune and new title sequences were also a part of the revamping. Nevertheless the broadcasting format remained at a 4:3 and did not get up-graded to the Widescreen 16:9 formats web site.
Till date Sky Sports is associated more with football than with any other sports. It’s perhaps due to this reason that this channel does have a tendency to experience some loss in viewership throughout the summers when no football is played.