Channel 5 has scored a major sporting triumph by securing two
top-flight sports events for the end of May, which it hopes will put the
station on the map for young male viewers.
The channel has snatched exclusive live rights for England’s crucial
football World Cup qualifying match against Poland on 31 May.
Coverage of the match will form part of a primetime double-header for
Channel 5, which has also secured the England Rugby Union team’s
international against Argentina on the same night. The rugby kicks off
at 6pm, followed by the soccer at 8pm, and together they represent
Channel 5’s first major international sports acquisition.
The channel is now hoping to find a sponsor to support its coverage of
the sports package. Nick Milligan, the sales director of Channel 5, said
the evening was indicative of the channel’s approach to securing major
’Channel 5 will move quickly to acquire programme rights with guerrilla
tactics if we can prove advertisers are interested and it will be
cost-efficient,’ he said.
The channel, which is due to launch on 30 March, also confirmed this
week that it has passed the five million retuned-homes mark, with 70 per
cent of required homes expected to be retuned by the end of this
A fresh round of advertising breaks this month, exploiting famous names
to encourage people to have their TV equipment retuned to avoid
interference from the Channel 5 signal.