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New subscription TV channel BT Sport is aiming to establish itself as "the home of club rugby" in England, it has been claimed.

Grant Best, BT Sport's Senior Executive Producer, told ESPN Scrum that he has high hopes for its coverage of the Aviva Premiership, which begins in 2013-14.

He suggested BT Sport will be going all out to offer a great viewing experience for rugby union fans, having paid £152 million for live rights to domestic league action.

Mr Best added that the channel will not ignore matches aired by other channels - such as Heineken Cup and Six Nations fixtures broadcast on Sky and the BBC.

"We will be everywhere, regardless of rights," he stated.

BT Sport recently signed Lawrence Dallagio as its leading pundit for the 15-man code, with the rest of the team yet to be confirmed.

He told ESPN Scrum that rugby union has a responsibility to sell itself more, and "get away from its elitist, middle-class image" if it is to grow.

"We've got to make the sport less complicated without losing its essence," the former England international claimed.

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