Cable operators tune in to sports channels

European cable and satellite sports channels are blooming as the rise in subscription packages and pay-per-view deals impacts on coverage of sport throughout the Continent, drawing audiences away from traditional terrestrial viewing.

“Everyone is snapping up sports rights,” says a Novocom spokesman. The Los Angeles design consultancy has created the on-screen identity for Sport 7, The Netherlands’ first sports satellite and cable channel. The station plans to offer 24-hours-a-day coverage.

English and Pockett has just completed the identity for Sportmanía, broadcast by CanalPlus in Spain. “Sports and movies are the most attractive propositions for pay-per-view operators,” explains English and Pockett marketing director Jane Roberts.

Lambie-Nairn new business director David Robinson adds: “Sport is a successful draw card for audiences.” The consultancy’s revitalisation of Eurosport’s on-screen identities went on air in February.

Novocom’s spokesman expect further sports broadcasting deals to come out of Sportel, the international television sports conference held in Monte Carlo in October.

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