British Sky Broadcasting Group Plc (BSkyB) packed in the channels of television content and distributed it via satellite to subscribers and other platforms for distribution. Sports programming and, in particular, live Premier League Football was one of the main attractions of BSkyB for its customers and formed the basis of BSkyB's position. In 1996, BSkyB acquired four year license for the exclusive right to broadcast all the matches of the Premier League football (pounds) GBP670 million. The year was 1999, and as the term of the license of the Premier League approached, new strategies for the next licensing round to be formulated. "Hide
by Matthias Hild Source: Darden School of Business 17 pages. Publication Date: September 8, 2005. Prod. #: UV1464-PDF-ENG
