Talks between Virgin Media and sports TV channel Premier Sports to secure content including NRL, Championship Rugby League and NHL Ice Hockey have broken down due to a disagreement over payment models.
Premier Sports has rebuffed an offer from Virgin Media to distribute the channel as a standalone add-on because it wants to be bundled into an existing TV package.
The broadcaster, which is currently available in the UK via Sky for £7.99 per month, was keen to extend its distribution ahead of the start of the Championship Rugby League 2012 season in March.
Premier Sports also offers Celtic and Rangers TV, Conference football, Nascar Sprint Cup motor racing, Elite Swedish Speedway and the Gaelic Athletic Association’s hurling and football.
A Virgin spokesperson said the negotiations had stalled but brokering a deal remained possible.
“Virgin Media has actively engaged with Premier Sports over the past 12 months and advised it that we’re able to make the channel available to our customers on a premium basis,” said the spokesperson.
“Unfortunately, Premier Sports has chosen to decline our proposal so we are unable to launch as it stands.”
In January, the pay-TV platform revealed talks were under way but warned it would only do a deal that made commercial sense.
“We have to balance cost and potential demand when we assess new channel launches,” it said in a statement.
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