BT Sport now streams 'Score', its football results show, on Twitter. That means anyone can watch it free of charge, whether they subscribe to BT Sport or not.
The first episode streamed on Saturday via the handle @btsportscore. The show features pundits and ex-pros reacting to all the day's action. Each week, it'll start at around 2:45pm.
This is the latest effort by BT to make its football coverage more accessible (and to convince more people to sign up to its coverage, of course). Other examples include the BT Sport Showcase channel – which shows sports highlights for free to non-subscribers – and streaming the Champions League final for free on YouTube.
BT and Sky are engaged in a tit-for-tat war when it comes to football coverage. Sky aped BT Sport Showcase with Sky Sports Mix, its own free sample channel. But then Sky was the first to tweet goals and highlights as they happened.
Both broadcasters face increased competition from the new digital players like Amazon. Considering they both Sky and BT could have to pay even more for the Premier League rights come the next auction, they'll need all the subscribers they can get.