BBC Turned Down Sky's Offer To Help Broadcast Olympics In 3D

BSkyB tried unsuccessfully to get the BBC to broadcast more of the Olympics in 3D, and instead "worked with Eurosport to deliver 100 hours of coverage," according to Maisie McCabe of MEDIA WEEK. Sky COO Mike Darcey said that the the BBC partnership, which allowed Virgin Media, Sky and Freesat customers to watch 24 additional channels of Olympic content, "came about because Sky approached the BBC." Darcey said, "[Sky] had to get over, for a company that associates itself with sport, we had to come to terms with the fact the biggest sporting event was happening, and we were not going to be a part of that. We had to put that aside and think as a platform" (MEDIAWEEK.co.uk, 9/28).