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 additionally, it has Sky Sports 1, 2, 3 and Xtra which are available like a Premium package over the basic Sky Sports. Since its inception in 1990, Sky Sports has played an extremely dominant role in commercializing British sport. This channel has also 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 betting tips.
Sky Sports began as The Sports Channel in March 1990 as Sky Television did not have an exclusive sports channel in the beginning. Sports programs were transmitted occasionally from this channel but rather than launching a sports channel of their own, Sky Television chose to invest in Eurosport. With 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 rebranded Sky Sports when it was eventually launched in April, 1991 on the SES Astra IB Satellite television. 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 quickly 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, this was the second channel in the Sky system that was encrypted through the Video Crypt system. Even though Sky Sports started out by airing 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 a period of five 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 maintained, the color displays of the information box, the ticker towards the bottom of the screen and the breaking news ticker were changed. A new studio, new theme tune and new title sequences were additionally a portion of the revamping. However the broadcasting format remained at the 4:3 and did not get upgraded on the Widescreen 16:9 formats source.
Till date Sky Sports is associated more with football than with every other sports. It’s perhaps because of this reason that this channel does tend to experience some loss in viewership during the summers when no football is played.