Presentation Overview :Presentation Overview History of BSKYB Television & Football rights TV Football industry Challenges Sky are facing SWOT analysis of BSKYB SWOT analysis of Setanta Conclusions Recommendations


History Of BSkyB :History Of BSkyB 1978: Satellite Television UK 1982: Sky Channel 1989: Sky Television Launched 1990: BSkyB 1992: Premier League Rights 1998: Sky Digital & Man U. 2008: Subscribers, Products, Channels


TV rights & Football :TV rights & Football 1937: BBC broadcasted first football in UK on TV 1938: First international match on screen 1955: BBC shown highlight of matches 1960: ITV started to screen 26 live matches 1962: ITV broadcasted local matches 1964: BBC launched the Match of Day


TV rights & Football :TV rights & Football 1968: ITV broadcasted its own highlight programmes 1983: ITV shown live football league matches . 1988: ITV renewed contract and expanded to 4-year 1991: FA Premier league was launched by 12 clubs and 4 more clubs signed up later in year 1992: Sky won broadcasting right of premier league match.BBC won the highlight package 1995: Sky won to live Scottish football and became paymaster of British football.


TV rights & Football :TV rights & Football 1998: Sky failed to purchase Man Utd 1999: ITV won exclusive live Champion league matches right for next 4 years. 2000: Sky paid £1.1bn for 66 live matches, NTL won 40 pay per view but later it re-sold to other TV operator. ITV won highlight package.


TV rights & Football :TV rights & Football 2001: ITV re-brand ONDigital to ITV digital and launched ITV sports. ITV and Sky won race for Champion league. ITV last held highlight rights between 2001 and 2004. 2003: Sky renewed contract with premier league. 2006: Sky won 4 of 6 premier league packages and Setanta won other 2 packages. BBC retained highlight right and was allowed to hold on free to air in UK from 2007-2010


TV Football Industry :TV Football Industry


Challenges for Sky :Challenges for Sky “Premier League rights are more than important to Sky – they are fundamental…we would not like to contemplate life without them”. The European Commission Consumers’ Association Competitors (Pay-per view/ Free to air) Customer retention (B2B/ B2C) Staff Retention Maintaining Sponsorship & Advertising revenue


SWOT Analysis BSkyB :SWOT Analysis BSkyB Strengths: Subscriber Base Locked In Products & Additional Services Customer Loyalty Strategy Decreasing Churn & Increasing A.R.P.U. Sports Customers pay £34 & 12 Month Contracts Range of Tournaments Aggressive in Market Diversified Product range Seen as a premium product


SWOT Analysis BSkyB :SWOT Analysis BSkyB Weaknesses: Has built foundations on Premier League How to justify subscriptions without PL Opportunities: Analogue Switchoff UK to reach US penetration of 80% Greater exploitation of current rights in new media Experience to deliver better all round product Sky Picnic Threats: Increased competition & increase in cost of rights Decrease in profit margin, viewers, advertising & sponsorship


SWOT Analysis :SWOT Analysis Strengths: Geographical reach Wide range of channels Wide range of platforms TV rights secured No annual contract -Wide array of sports covered


SWOT Analysis :SWOT Analysis Weaknesses: High Costs Security issues Financial concerns: $28million Loss 2006 Innovation


SWOT Analysis :SWOT Analysis Opportunities - Expand into other markets - Setanta broadband - Setanta mobile - Setanta Anytime on PC - Setanta HD - Increase subscription as coverage quality increases - Tie customers in to longer contracts


SWOT Analysis :SWOT Analysis Threats: - Consumer Groups - Sky Innovation - Security concerns - Free to air - Regulations


Conclusions :Conclusions Sky, with enforced regulations means that Sky will never have a monopoly again Pay-per view channels will continue to pose a threat to Sky’s market position. Sky built their business for first 15 years on having a complete monopoly on premier league tv rights Technological advances in the industry has resulted in premiership football broadcasting using other media forms


Recommendations :Recommendations Become the broadcaster, producing and selling games to international broadcasters Capitalising on mobile phone & broadband rights Utilise sponsor’s / sponsor space more effectively Emphasis on promoting ‘Sky Picnic’ Win maximum and most lucrative number of football rights packages Continue to diversify in other areas.


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