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I'd be concerned. Rugby match audiences aren't going to justify running a sports channel & the figures for their football are well down. Remember, they're paying 3x more per game than ESPN. Foreign games are getting around 30000 viewers & some of the much heralded magazine shows pulling less...

Hmmm. I wonder if they're getting a bit concerned already. Considering all the hype, they don't really seem to have had much impact at all on the wider public so far. That was to be expected and possibly acceptable for the likes of ESPN but you'd imagine BT shareholders would hope for a little...