Media high-flyers prepare to go beyond the Sky

Next time you read some story about Manchester United in your newspaper, probably something that came from the Press Association wire service with a tasty little quote from Giggsy or Alex Ferguson, look out for four little letters: MUTV.

More and more, the playing and coaching staff at Old Trafford are giving their tid-bits of news and comment to Manchester United's own television station, MUTV.

Relatively few people actually see it, of course, but MUTV is quick to put out a press release to draw journalists' attention to anything newsworthy (or anything totally harmless either).

And so you get to read the likes of: "The Welsh winger told MUTV: `We fancy our chances against anyone.' "

Perhaps you won't have gained much information from the story, but you will have had those four letters planted in your head. And when the opportunity to subscribe to MUTV eventually comes along (maybe on Sky Digital), you'll remember . . .

MUTV potentially serves a very large international fan base indeed. Even Leeds United, which also plans a TV service, realises it will have to include other programming besides Leeds football stories, classic clips and reserve games; at the moment, though, MUTV manages six hours a day without straying from the Reds. And it is utterly unprofitable, a loss leader for both the club and its future efforts in the media marketplace.

And it's not just about the club: Try typing "mutv.com" into your Internet browser: lo and behold, it takes you straight to the Sky TV homepage. (MUTV's own pages can be found on the club's site at www.manutd.com). BSkyB (of which Rupert Murdoch is the largest shareholder) now owns stakes not only in Manchester United, but in Leeds and Sunderland too, plus Manchester City - a club with a huge fan base and likely to be back in the Premiership soon.

Media interest in football clubs is fierce. Just as Sky is now involved in both the red and blue clubs in Manchester, you may have seen the logo of cable-TV company NTL adorning the shirts of both halves of Glasgow's Old Firm: yes, incredibly, rivals Celtic and Rangers share the same shirt sponsor, a global television giant which clearly sees both clubs as useful worldwide billboards.

But did you know NTL also owns shares in both Newcastle United and Aston Villa?

The new partnership with Aston Villa grants NTL exclusive rights to run any Villa TV channel and website and to act as the club's agent in sponsorship and advertising deals. "At the moment they've only got an interest in Newcastle and now Villa but, if they had more, they may want to start a Premiership channel," a business analyst says.

What is taking place now is, in part, a matter of companies jockeying for position: in 2001, the English Premiership's current TV contract runs out - the one that sees live games on Sky Sports and highlights on BBC's Match of the Day. It is estimated that the Premiership will earn £1 billion sterling from the next deal, and BSkyB will use its influence in the clubs to secure that contract; but it's also possible that big clubs will earn some leeway to go it alone with the rights to some matches.

In other words, a broadcaster that's involved with a club now is in a good position when the rights for games come up for grabs - games we may well have to pay-per-view to watch.