BT Sport is outperforming previous Barclays Premier League rights holders ESPN and Setanta Sports in terms of viewing figures, it has been claimed.
Simon Green, Head of BT Sport, told attendees at the Digital TV World Summit that the pay-TV broadcaster has made great progress in the first four months on-air.
He noted that the recent game between Tottenham Hotspur and Manchester United - which aired on BT Sport 1 on Sunday December 1st - was "one of the best games so far" for the service provider.
Mr Green explained that ratings peaked at over 1.1 million viewers, some way up on the equivalent figures achieved by other broadcasters, excluding the primary rights holder Sky.
"That shows that so far, in those 17 short weeks, we’ve already got a momentum which is a long way ahead of where Setanta was or where ESPN was," he added.
Mr Green said BT Sport is pleased with the range of content it has to offer - which includes Barclays Premier League football, Aviva Premiership rugby union, NBA basketball, WTA women's tennis and UFC fighting.
"However, we do understand that there is a long way to go," he noted. "We’re not at that point where this business case is absolutely certain."
Mr Green said BT Sport will "go out and acquire more content" as part of its long-term business strategy, as it aims to attract and retain customers across its TV, home phone and broadband arms.