@scointer but that is not the point. BT wish to attract customers to its broadband and is in fact selling its BT Sports channels at a loss to do this. Why do we, as customers, have to accept that they are making "very little ( if anything) " on Sky Sports? After all, it is the attractiveness of the package and price that will attract the customers to BT.
But by the same token, BT need to market their BT TV to make it attractive to gain new customers. Some of those new customers will be attracted by Sky Sports, BT Sports alone won't attract everyone. So BT may well have to subsidise Sky Sports.
The more I think of this, the more I find it annoying that in order to 'upgrade' a BTTV V+ customer has to lose SS5 even in SD to get the other two channels in HD. Seems unfair.
Had the HD added this morning for sky sports 1 already had the SD channel and it was a simple upgrade done online and activated within minutes.