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 together 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 inception in 1990, Sky Sports has played a very prominent 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 ones 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 was lacking an exclusive sports channel initially. Sports programs were transmitted occasionally by this channel but instead of launching a sports channel of their own, Sky Television chose to put money into 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 launched 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 available on the SES Astra platform.
Sky Sports soon turned out to be one of 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 such as 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 became the most favored sports channel following the purchase of the exclusive broadcasting rights of Premier League Football in England and Ireland for the duration of five years.
Sky Sports also operates 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 colour displays on the information box, the ticker towards the bottom of the screen and 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 every other sports. It’s perhaps because of this reason why this channel does tend to experience some decrease in viewership throughout the summers when no football is played.