Setanta may challenge Sky for Premiership

MEDIA group Setanta is said to be in talks with British cable firm Telewest in a bid to prise the television rights for Premier League football from Sky Sports.

Sky’s exclusive deal to show live Premier League games ends in 2008 and Setanta is believed to be working on a bid with Telewest for some of the rights, London’s Observer newspaper has reported.

Setanta recently poached Trevor East, the deputy managing director of BSkyB, in what is seen as the start of the company’s bid to snatch the Premier League rights.