BT boss: We'll be match for Sky

BT is to offer free Premier League football coverage to its broadband customers, the telecoms company has said.

The announcement is a signal of BT's intent to challenge BSkyB's dominance of the UK's sports pay-TV market.

BT won a three-year deal to show 38 Premier League games a season, beginning this year.

Ian Livingstone chief executive of BT told Today business presenter Tanya Beckett that what "we are really trying to attract is people who want more but aren't prepare to pay... the amount of money that you have to get top class sport coverage on other channels."

First broadcast on BBC Radio 4's Today programme on Friday 10 May 2013.