SKY SPORTS ADULT VIEWING PROFILE JULY 98 - JUNE 99 BY SEX Female - 29% Male - 71% BY AGE 16-34 - 23% 35-54 - 46% 55+ - 31%

Sky Sports Sky Sports carries more sports programming than any other platform across a network of five sports services. Three daily channels are devoted to live action and highlights - Sky Sports 1, Sky Sports 2 and Sky Sports 3. Sky Sports News offers round-the-clock sports news, while the most recent addition, Sky Sports Extra, will feature the world's first interactive sports coverage. In addition to the five Sky Sports channels, Sky digital also carries MUTV, the world's first daily television channel devoted to a single club - Manchester United and, since 1 August 1999, British Eurosport. The Racing Channel is also available on digital satellite. Off screen, Sky Sports Online hosts one of the most popular online services in Britain. During the Cricket World Cup, it attracted a record 27 million page impressions. The site can be found at www.skysports.co.uk. Sky Sports strives to set the standards by which all sports coverage is judged. On-screen graphics, analysis, super-slow motion replays and virtual graphics technology are among the innovations pioneered by Sky Sports. This spirit will continue with the launch of enhanced football coverage on Sky Sports Extra. Our efforts have been rewarded by the industry with 18 production awards over the past four years, including four from the Royal Television Society and Sky's first BAFTA. Customers are attracted by the range as well as the quality of our sports programming. Our coverage of the major sports also benefits from support programming which showcases sport and its star players, educating, informing and entertaining our customers. Our coverage takes viewers to the heart of the action Football During 1999, our commitment to football was rewarded with the Royal Television Society's most pretigious award, Sports Broadcaster of the Year. The season brought 273 live matches, more than ever before. The climax of the FA Carling Premiership achieved the highest ratings ever for the season's final day as Manchester United and Arsenal went head-to-head across two different live channels. This season, Sky Sports has secured live rights to cover Tottenham Hotspur, Newcastle United, Leeds United and West Ham United home matches in the UEFA Cup. In July 1999 the Restrictive Practices Court rejected the case brought by the Office of Fair Trading against the Premier League's collective and exclusive selling of television rights. Ruling in favour of the existing arrangement, the Court concluded that BSkyB's agreement with the Premier League is in the best interest of football clubs, supporters and customers. The decision means Sky Sports will continue with its acclaimed coverage of the FA Carling Premiership. Cricket After the winter's Ashes tour came coverage of the cricket World Cup with 24 matches, including the final, live on Sky Sports. The domestic season brought a new format for the game and a new deal for Sky. In July, our first live coverage of an England domestic test match brought victory over New Zealand. During the coming winter, Sky Sports will cover England live in South Africa and, during the next domestic season, will add ten live one day internationals to its schedules. Golf New long-term deals were secured for the US Open and the new World Golf Championship, during a year in which over 100 live tournaments were screened on Sky Sports. In September 1999, Sky Box Office will screen the Ryder Cup exclusively live from Brookline, Massachusetts. During this, our third Ryder Cup, customers will see more live coverage than ever before and digital viewers will be able to get an additional service - American coverage of the event through Sky Sports Extra. Rugby Union The Six Nations begins in 2000, with Italy joining the famous Five Nations line-up. Each of England's home matches will be screened live, exclusively on Sky Sports. Sky Sports Extra Sky Sports Extra is a digital sports channel carrying enhanced programming. Once again, BSkyB is pioneering the future and changing the way people watch sport. Sky Sports Extra delivers personalised viewing, offering flexibility, choice and unrivalled content. Sky Sports Active is the interactive element for enhanced TV coverage. The first event to be covered by Sky Sports Extra will be the Arsenal v Manchester United match on 22 August 1999. FA Carling Premiership, Nationwide League and England's home international matches will be covered throughout the football season. At launch, the service will offer an alternative viewing angle, match highlights, anda 30 second delayed replay of the game. It will also give match statistics and other up-to-the-minute sports news, as well as a comprehensive range of statistics covering teams, tables and trivia. We will add further camera angles during the coming year and are looking to extend the service to other sports. Sky Sports News Sky Sports launched Europe's first round-the-clock sports news channel in the Autumn of 1998 - Sky Sports News. The rolling news channel was the first made-for-digital sports channel in the UK. Programming is created in a new purpose-built studio, with a network of regional bureaux and a new team of presenters. Talent Sky Sports attracted new names and famous faces in the course of the year. Kirsty Gallagher became a well-known face on television after making her debut on Sky Sports News, while Jimmy Hill and Brian Moore joined Sky Sports from BBC and ITV. Our cricket team also signed David Gower from the BBC and ex-England coach David Lloyd.