BT Vision is delighted to have become the first pay TV firm to prise first-pick Premier League matches out of Sky's clutches.
Speaking to the Guardian, the firm's Chief Executive Marc Watson said BT Vision had managed to lay its hands on some of English football's "crown jewels".
Sky has had first choice on Premier League football coverage since the rebranding of the First Division for the 1992-93 season.
But last month, BT Vision signed a deal to broadcast 38 games per year between 2013-14 and 2015-16 - including some of the top league clashes.
Sky will still show 116 matches per year, but will not be able to show all the first-pick games unless it agrees a deal with BT.
Mr Watson told the news provider that BT Vision would have taken more games "at the right price", but was happy to have had some success in the closed auction process.
"Having games like these gives you options," he noted.
Mr Watson said his "instinctive view" would be to make BT Vision channels available across a number of different platforms - potentially including other TV providers.
He noted that the firm has "had a lot of calls in the last few weeks", but no decision has been taken as yet as to where BT football coverage will be available.