Now TV has made a spectacular comeback in the battle for broadcasting rights for the top-rated English Premier League, securing coverage for three seasons starting in August.
A journalism professor said its major rival, Cable TV, which holds the rights until the end of this season, would have to fight hard to secure rights to other football events.
While waiting to conclude the final agreement, PCCW, operator of Now TV, said last night it was negotiating exclusive multi-screen rights to broadcast the Barclays Premier League for three seasons starting from the 2013/14 season.
It said it expected to conclude the agreement "at the earliest possible opportunity", which would allow it to broadcast 380 matches in both high and standard definition, for video on demand and internet and mobile platforms.
The operator, which had 1.16 million subscribers at the end of June, did not disclose financial details of the deals.
PCCW's managing director for TV and new media, Janice Lee, said they were happy to have secured the rights for "a reasonable price" and would be offering the matches on all of PCCW's platforms.