In the UK, a broadband subscription service wants to change the current order of how sports are aired. Usually on the Internet, shows are carried after they have aired on regular TV. This seems to be the accepted model for pushing users back to the networks, but that could change. And in sports it is even worse because all you get sometimes are the game highlights online. UKTV wants to show certain sports first on the Internet then show the highlights on TV.

The goal is also quite different: to use the TV airings to promote its Internet sports service, which is a paid offering.

But there is a bigger goal: That's to create a new economic model for niche sports that lack the broad appeal of, say soccer, that's necessary to survive on traditional television. If this first effort succeeds--it's with U.S.-style basketball--it could lead to even more niche sports finding homes on the internet, with television serving to build a wider awareness.

If the model is successful, UKTV plans to use it for other niche sports. For instance, with the summer Olympics due to be held in London in 2012, there would be a host of niche sports that could be handled in this way. — Media Life

On April 13th, UKTV started offering Euroleague Basketball on its broadband service. Basketball is not a popular sport in Europe and is considered a small market. One of their regular channels will show highlight of the games on Sunday nights hoping to encourage people to sign up for the Internet pay service.

This could lead to a whole new use of the online TV medium.