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 over the basic Sky Sports. Since its inception in 1990, Sky Sports has played an extremely dominant role in commercializing British sport. This channel has additionally been a key player in making a paradigm change in the organizational structure of sports broadcasting by being the first to support and encourage the Premier League to break away from the Football League in 1992.
Sky Sports began as The Sports Channel in March 1990 as Sky Television was lacking a privileged sports channel initially Spessart News. Sports programs were transmitted sometimes by this channel but instead of introducing a sports channel of their own, Sky Television made a decision to invest in Eurosport. With the launch of Sky Television in February 1989, Eurosport was marketed among its 4 channels.
British Sky Broadcasting and Sky Television announced a merger in 1990. Initially unveiled as British Sky Broadcasting, the Sports Channel was rebranded Sky Sports when it was finally launched in April, 1991 on the SES Astra IB Satellite tv. Eurosport discontinued 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 one of the most successful channels in the Sky system. It was from September 1992, that Sky began selling Sky Sports as a subscription channel. After Sky Movies, this was the second channel in the Sky system that was encrypted via the Video Crypt system. Though Sky Sports started out by broadcasting sports including golf and rugby, it soon obtained the rights to air Italian and German League Football thereby improving its popularity base.
In 1992/93, with the formation of the Premier League, Sky Sports became the most popular sports channel following the purchase of the exclusive broadcasting rights of Premier League Football in England and Ireland for a duration of 5 years.
Sky Sports also operates Sky Sports news, the 24 hour sports news channel which had been launched in 1998. The look of this news channel was revamped during 2007. This was just in time with the football season. Though the main structure of presentation was preserved, the color displays of the information box, the ticker towards the bottom of the screen and also the breaking news ticker were changed http://sportfanatick.com. A new studio, new theme tune and new title sequences were additionally a portion of the revamping. However the broadcasting format continued to be at a 4:3 and did not get up-graded to the Widescreen 16:9 formats.
Till date Sky Sports is associated more with football than with every other sports. It is perhaps due to this reason that this channel does have a tendency to suffer from some loss in viewership during the summers when no football is played.