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UK Network Runs TV Programming Online First

UK broadcaster UKTV is airing niche sporting events online and then running the highlights on the TV network, writes Media Life. The UK network uses TV to promote the paid online service.

On April 13, the UK operator - which runs a network of 10 very specific channels - began offering live Euroleague basketball games on its internet subscription service, uktvslam.tv. “It’s the first time we know of in the UK that the TV has been used to drive audiences to broadband coverage in this way,” said Martin Henlan, sports development manager at UKTV.

“It’s an interesting new twist,” said John Mansell, senior analyst at U.S.-based JupiterKagan Research. “In the U.S. the experimentation has been the other way. For instance, you have Disney taking three hit TV shows and the day after they are aired they are putting them online, but I don’t think that anyone has done it yet the other way around.”

But there have been exceptions. The Cartoon Network’s Adult Swim property debuted content online prior to its on-air broadcast and the WB network made the entire first episode of Supernatural available on Yahoo seven days before the show aired. HGTV also first aired My First Place online.