Setanta and Sky have concluded a distribution deal enabling pubs, clubs and other commercial premises to receive complete coverage of the Premier League games through their regular Sky subscription.
Under an EC ruling, Sky's long-standing monopoly of the rights to air the matches was broken last week when Irish broadcaster Setanta was awarded two of six new rights packages.
The distribution arrangement ensures that commercial establishments will not need to purchase separate subscriptions to receive all of the games, although it is unclear whether - or by how much - the single subscription price will rise.
A deal has also been reached "in principle" for continued carriage of the Setanta PPV channels on Sky. However, residential customers will need to take out a standalone subscription to receive Setanta's Premier League coverage.
"This is good news for Sky customers - both commercial and residential," said Richard Freudenstein, chief operating officer at Sky. "We're pleased to have been able to reach agreement with Setanta to ensure that Setanta's Premiership coverage will be available on the satellite platform."
Setanta's Premiership coverage begins with the 2007/08 season.
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