Sky Sports is British Sky Broadcastings premier Round-the-clock sports news channel in England and Ireland. British Sky Broadcasting is actually a satellite pay TV company and along with Sky Sports it also has Sky Sports 1, 2, 3 and Xtra which are available as 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 additionally been a key player in making a paradigm shift 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 live betting.
Sky Sports began as The Sports Channel in March 1990 as Sky Television was lacking a privileged sports channel initially. Sports programs were transmitted sometimes from this channel but instead of introducing a sports channel of their very own, Sky Television chose to put money into Eurosport. Upon the launch of Sky Television in February 1989, Eurosport was marketed as one of its four channels.
British Sky Broadcasting and Sky Television announced a merger in the year 1990. Initially unveiled as British Sky Broadcasting, the Sports Channel was rebranded Sky Sports when it was eventually 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 continued to be located on the SES Astra platform.
Sky Sports soon turned out to be just about the most successful channels in the Sky system. It was from September 1992, that Sky began selling Sky Sports as a subscription channel. After Sky Movies, this was the second channel in the Sky system which was encrypted through the Video Crypt system. Even though Sky Sports started out by broadcasting sports including golf and rugby, it soon acquired the rights to air Italian and German League Football thereby improving its popularity base.
In 1992/93, together with the formation of the Premier League, Sky Sports became the most popular sports channel following the purchase of the exclusive broadcasting rights of Premier League Football in England and Ireland for the period of 5 years.
Sky Sports also manages Sky Sports news, the Round-the-clock sports news channel which was launched in 1998. The design of this news channel was overhauled during 2007. This was just in time with the football season. Although the main structure of presentation was preserved, the color displays of the information box, the ticker towards the bottom on the screen and also the breaking news ticker were changed. A new studio, new theme tune and new title sequences were also a part of the revamping. Nevertheless the broadcasting format continued to be at the 4:3 and did not get up-graded on the Widescreen 16:9 formats click for source .
Till date Sky Sports is associated more with football compared to every other sports. It’s perhaps because of this reason that this channel does have a tendency to suffer from some decrease in viewership during the summers when no football is played.