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May 4, 2010

Sky does World Cup on the cheap

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by David Allen

There may be some scratching of heads over why Sky Sports would want to take studio space in South Africa during June and July.

Of course, there is the World Cup Finals, but this means nothing for Sky Sports as the TV rights are held by the BBC and ITV!

Yet Sky Sports will be taking up residence in a waterfront studio that overlooks the Cape Town stadium, Robeen Island and Table Mountain, following an agreement with production firm Input Media, which happens to have the FA and UEFA as broadcast clients.

What it does do for Sky Sports is show the sporting bodies what the channel can do and it is expected to promote its high definition satellite television channel.

BBC HD and ITV HD are available through the Sky+ HD set top box, so maybe there is some method behind Sky Sports’ move after all.

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