Sky Sports is British Sky Broadcastings premier Round-the-clock sports news channel in England and Ireland. British Sky Broadcasting is a satellite pay TV company and together with Sky Sports additionally, it has Sky Sports 1, 2, 3 and Xtra which are available as a Premium package over the basic Sky Sports. Since its creation in 1990, Sky Sports has played a very dominant role in commercializing British sport. This channel has additionally been instrumental in making a paradigm change in the organizational structure of sports broadcasting by being the first ones to support and encourage the Premier League to break away from the Football League in 1992.
Sky Sports began as The Sports Channel in March 1990 as Sky Television did not have an exclusive sports channel in the beginning. Sports programs were transmitted occasionally from this channel but instead of introducing a sports channel of their very own, Sky Television chose to invest in Eurosport. With the launch of Sky Television in February 1989, Eurosport was marketed among its four channels.
British Sky Broadcasting and Sky Television declared a merger in the year 1990. Initially unveiled as British Sky Broadcasting, the Sports Channel was relabeled Sky Sports when it was eventually launched in April, 1991 on the SES Astra IB Satellite television. Eurosport terminated its partnership with Sky Television upon the launch of Sky Sports but remained located on the SES Astra platform.
Sky Sports soon developed into one of the most successful channels of the Sky system. It was from September 1992, that Sky began selling Sky Sports as a subscription channel. After Sky Movies, it was the second channel in the Sky system that was encrypted through the Video Crypt system. Though Sky Sports started out by broadcasting sports such as golf and rugby, it soon obtained the rights to air Italian and German League Football thereby increasing its popularity base.
In 1992/93, with the formation of the Premier League, Sky Sports became the most popular sports channel following a acquisition of the exclusive broadcasting rights of Premier League Football in England and Ireland for the duration of 5 years.
Sky Sports also operates Sky Sports news, the Round-the-clock sports news channel which had been launched in 1998. The design of this news channel was overhauled in the year 2007. It was just in time with the football season. Although the main structure of presentation was preserved, the colour displays of the information box, the ticker towards the bottom of the screen and the breaking news ticker were changed. A brand new studio, new theme tune and new title sequences were additionally a part of the revamping. However the broadcasting format continued to be at the 4:3 and did not get up-graded to the Widescreen 16:9 formats.
Till date Sky Sports is related more with football than with every other sports. It is perhaps because of this reason why this channel does tend to experience some loss in viewership throughout the summers when no football is played.