UK broadband provider Video Networks has reportedly signed a three-year deal for the exclusive video-on-demand rights to Premier League football.
The service, limited to Londoners, will cost £6 per month in addition to Video Networks' HomeChoice package and is available from this season.
Users will be able to pause, rewind or repeat broadcasts and will have access to the nine-year archive of matches and 106 games over the next three seasons.
Sport has a long history of being used to promote new technologies, in some cases making the sport itself far more popular as in the case of snooker, which was used by the BBC to promote the benefits of colour television.
Video Networks is the largest user of BT's broadband ADSL lines other than BT itself and has 14,000 subscribers in its franchise area of 2.4 million London homes.
According to reports in the Financial Times, the firm is currently negotiating with rival suppliers and hopes to extend its coverage to eight million homes by the end of next year.
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