Subscribers to BT's broadband TV deals could enjoy improved services once the firm completes its rollout of fibre-optic broadband, it has been suggested.

In an interview with the Financial Times, BT Retail Chief Executive Gavin Patterson stated that the broadband provider's vision for its TV packages "comes alive with fibre".

He added that BT Vision has the potential to become more attractive, particularly as BT continues its work with partners on the Project Canvas initiative to develop a web-enabled set-top box.

"Our service is much more than sport. The real competitive advantage comes from the breadth of on-demand content and the interactive capability," he explained to the newspaper.

Recent research carried out by BT Vision revealed that men spend 25 per cent more time thinking and talking about football than looking after children.

The study was released as part of promotional work for BT's new TV deals, which include access to Sky Sports 1 and 2, as well as ESPN.