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| Sky refuses to air BT's ads for its Premier League coverage | Sky refuses to air BT's ads for its Premier League coverage |
| (35 minutes later) | |
| BSkyB has refused to air a multimillion-pound TV advertising campaign booked by BT to promote its Premier League and other sports coverage. | |
| On Monday, it emerged that BT has complained to media watchdog Ofcom about the satellite giant's actions, in an escalation of the bitter rivalry between the two media giants. | On Monday, it emerged that BT has complained to media watchdog Ofcom about the satellite giant's actions, in an escalation of the bitter rivalry between the two media giants. |
| BT, which spent £738m to snatch 38 top flight Premier League matches a season last year, is set to spend millions of pounds on advertising the launch of two new sports channels from July. Its Premiership coverage will launch from 17 August. | BT, which spent £738m to snatch 38 top flight Premier League matches a season last year, is set to spend millions of pounds on advertising the launch of two new sports channels from July. Its Premiership coverage will launch from 17 August. |
| A key part of BT's strategy to build awareness and viewers is to run TV advertising on BSkyB targeting the existing football and sports fans among its 10m-plus subscriber base. | A key part of BT's strategy to build awareness and viewers is to run TV advertising on BSkyB targeting the existing football and sports fans among its 10m-plus subscriber base. |
| However, BSkyB has refused to air BT's ad campaign – which as well as football was to highlight other sports it has secured TV rights for including Premiership Rugby, European Cup Rugby and top-flight women's tennis – although it is not clear on what grounds. | However, BSkyB has refused to air BT's ad campaign – which as well as football was to highlight other sports it has secured TV rights for including Premiership Rugby, European Cup Rugby and top-flight women's tennis – although it is not clear on what grounds. |
| Under the broadcasting code TV companies are compelled to air ad campaigns and promotions run booked by rivals. | Under the broadcasting code TV companies are compelled to air ad campaigns and promotions run booked by rivals. |
| BT has lodged a complaint with Ofcom on the grounds that BSkyB is showing "undue discrimination" against it by refusing to air the campaign. | BT has lodged a complaint with Ofcom on the grounds that BSkyB is showing "undue discrimination" against it by refusing to air the campaign. |
| "We are happy to take Sky's advertising but they seem afraid of taking ours," says John Petter, managing director of consumer for BT Retail. "It's like a rottweiler running away from a newborn puppy." | "We are happy to take Sky's advertising but they seem afraid of taking ours," says John Petter, managing director of consumer for BT Retail. "It's like a rottweiler running away from a newborn puppy." |
| More details soon... | More details soon... |
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