[denphone]

Originally Posted by OLD BOY

In the end, Sky and BT will have to accept that there is a limit to what even the most ardent sports fanatics are prepared to pay. Certainly, Sky seem to appreciate this and I think they will pitch their bids lower next time around.

Neither Sky nor BT want to lose their share of the audience for their sports channels, but that desire will be tempered by their ability to make a profit. if the number of subscribers diminishes as a result of the high costs charged, both parties will have to think long and hard about their strategy.

I do think that the number of deals being offered by Sky at present is indicative of their realisation that without them, the number of paying subscribers to Sky Sports will diminish substantially.

The bidding process next time around will be very interesting.

Any proof of that OB?.