Sky Sports to run World Cup studio

Monday, April 26 2010, 10:22 BST

By Andrew Laughlin,

Sky Sports has reportedly agreed a deal to establish a studio presence in Cape Town for the World Cup, despite having no live rights to the tournament.

According to The Guardian, Sky has contracted Input Media to use a specially-created studio as part of the UK production firm's 1 million broadcast centre located close to the main Cape Town stadium.

The satellite broadcaster does not hold any UK television rights to the World Cup, which are instead jointly owned by the BBC and ITV.

However, it is thought that Sky will use the studio to promote the availability of World Cup matches in high definition on satellite via BBC HD and ITV1 HD.

Input Media, which also counts the Football Association and UEFA Champions League among its customers, will provide Sky with a three-camera studio at the V&A Waterfront World Media & Legacy Centre in Cape Town.

The production company's broadcast centre in South Africa is being specifically offered to broadcasters with no live rights to the tournament, which gets under way on June 11.

"Input Media has brought together a team that will ensure that our viewers are part of this summer's action," said Sky Sports director of operations Darren Long.

"The offering is both innovative and commercially viable, backed up by comprehensive broadcast and technical expertise."

Last week, STV confirmed its intention to accelerate investment in a high definition service for launch in Scotland ahead of the World Cup.