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 along with Sky Sports additionally, it has Sky Sports 1, 2, 3 and Xtra which are available as a Premium package above the basic Sky Sports. Since its inception in 1990, Sky Sports has played an extremely dominant role in commercializing British sport. This channel has additionally been instrumental in making a paradigm shift in the organizational structure of sports broadcasting by being the first to support and encourage the Premier League to break out from the Football League in 1992.
Sky Sports began as The Sports Channel in March 1990 as Sky Television did not have a privileged sports channel initially. Sports programs were transmitted occasionally by this channel but rather than introducing a sports channel of their very own, Sky Television made a decision to invest in Eurosport. Upon the launch of Sky Television in February 1989, Eurosport was marketed as one of 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 eventually launched in April, 1991 on the SES Astra IB Satellite tv. Eurosport discontinued its partnership with Sky Television upon the launch of Sky Sports but remained located on the SES Astra platform.
Sky Sports soon developed into one of 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 through the Video Crypt system. Though Sky Sports began by broadcasting sports including golf and rugby, it soon obtained the rights to air Italian and German League Football thereby increasing its popularity base.
In 1992/93, together 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 period of five years.
Sky Sports also operates Sky Sports news, the Round-the-clock sports news channel which had been launched in 1998. The look of this news channel was revamped in the year 2007. It was just in time with the football season. Although the main structure of presentation was preserved, the colour displays on the information box, the ticker at the bottom on the screen and also the breaking news ticker were changed. A brand new studio, new theme tune and new title sequences were additionally a portion of the revamping. Nevertheless the broadcasting format continued to be at a 4:3 and failed to get upgraded on the Widescreen 16:9 formats.
Till date Sky Sports is associated more with football compared to any other sports. It’s perhaps due to this reason why this channel does have a tendency to experience some decrease in viewership throughout the summers when no football is played.