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 that exist like a Premium package above the basic Sky Sports. Since its inception in 1990, Sky Sports has played an extremely prominent role in commercializing British sport. This channel has also been instrumental for 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 online betting.
Sky Sports began as The Sports Channel in March 1990 as Sky Television was lacking an exclusive sports channel initially. Sports programs were broadcast occasionally from this channel but instead of launching a sports channel of their very own, Sky Television made a decision to invest in Eurosport. With 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 television. Eurosport terminated its partnership with Sky Television upon the launch of Sky Sports but continued to be available on the SES Astra platform.
Sky Sports soon developed into just about the most successful channels in the Sky system. It was from September 1992, that Sky began selling Sky Sports like a subscription channel. After Sky Movies, this was the 2nd channel in the Sky system which was encrypted via the Video Crypt system. Even though Sky Sports started out by airing sports such as 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 a purchase of the exclusive broadcasting rights of Premier League Football in England and Ireland for the duration of 5 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 overhauled during 2007. It was just in time with the football season. Though the main structure of presentation was preserved, the colour displays of 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 also a portion of the revamping. Nevertheless the broadcasting format continued to be at the 4:3 and failed to get upgraded to the Widescreen 16:9 formats useful content.
Till date Sky Sports is associated more with football compared to any other sports. It is perhaps because of this reason that this channel does tend to experience some loss in viewership during the summers when no football is played.