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BT is set to take its first steps into being a bona-fide sports broadcaster today, a Tweet from the company reveals, heralding a new era of increased competition in the UK pay-TV market.

After a spate of high-profile TV rights acquisitions, including Premier League football, and major deals with former BBC mainstays Claire Balding and Jake Humphrey, the telecoms giant confirmed it will unveil its BT Sport service today via its official Twitter feed, with pricing and programming details to follow.

The news comes after Humphrey disclosed some of BT’s plans to differentiate its sports offering in an interview with The Guardian. Among these is a plan to debut a series of ‘technological innovations planned that marry broadband interactivity with live coverage’.

According to the presenter, BT Sport will also pitch itself as ‘sport with a smile” and is aiming for “really nice, accessible, open coverage” that offers a “warmer, friendlier, a more personal experience” than rival pay-TV sports broadcaster, Sky.



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