Today's announcement that the Ukrainian FA have sold the UK broadcast rights to the Internet streaming operation of Perform Group has been greeted with howls of protest from media and traditionalists that all England games should be broadcast on free to air television at best and digital broadcasters at worst.
A couple of points some to mind;
It is not an FA decision, the broadcast rights belong to the home federation and they make the call on the offers they receive from international broadcasters, so no point making a drama on the airwaves or in cyberland forums.
This medium will, with the convergence of technologies, be an accepted part of our sports media industry landscape and a way in which we consume sport,very very soon, so we need to test it as sports marketers, as broadcasters and importantly as consumers.
The game is a dead rubber as England have already qualified, so what better opportunity to introduce the concept?
Another example of the speed with which the sports media landscape is changing, next stop live streaming on hand held devices.
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