Launched in 1991, Sky Sports has changed the face of sport in the UK over the last 20 years and has dramatically expanded the quantity, quality, depth and variety of top-class live sport on TV.
As well as showing the nation's favourite sports like football, cricket, rugby and golf, we give valuable exposure to other sports which appeal to a smaller but equally committed audience. Half of our schedule last year was dedicated to sports such as schools athletics, women's cricket, angling and water polo.
Among the year's highlights, Sky Sports continued its long-standing partnership with cricket with exclusive coverage of the Ashes, which was acclaimed for its innovative use of
HD. In rugby, the Premiership and the Engage Super League reached ever-growing audiences. Later in 2011, Sky Sports will be the only UK broadcaster to screen all four days of the Masters live and in HD, plus exclusive live 3D coverage for the first time.
We continue to invest in High Definition and now customers have the choice of 5 HD Sports channels including Sky Sports News HD.We screened more sports programming in high definition last year than ever before, with more than 9,200 hours of live sport provided in HD.
Following the launch of Europe’s first dedicated in-home 3D TV channel in October 2010, we continue to expand our 3D Sports coverage. In addition to the regular Premier League games broadcast in 3D, we also recently screened the 2010 Ryder Cup, Scottish international football, England’s rugby internationals, world heavyweight boxing and world championship darts in 3D.
Our website, skysports.com, hit a new record in January 2010, recording nearly 17.5 million unique users during the month. And with its live scores and text commentary, the Sky Sports iPhone app is proving to be one of the most popular ways to keep in touch with sport on
the move.
The investment we have made in sport has helped inject much-needed funding into clubs up and down the country. We're also committed to increasing participation at the grassroots level, through projects like our schools initiative Sky Sports Living for Sport and our partnerships with British Cycling and the England and Wales Cricket Board.
Sky Sports has had a major impact on how sport is covered on TV, pioneering new techniques such as interactivity, stump microphones, steady-cam and super-slo-mo which are now industry standard.Through our experts and support programmes, we’ve brought a new level of commentary and analysis, enhancing understanding and enjoyment.
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