MARKET TALK: BT Sports Offering Looks Loss Leading At First

0653 GMT [Dow Jones] BT's (BT.A.LN) announcement of its pricing for British Sky Broadcasting's (BSY.LN) Sky Sports 1 and 2 looks at first glance like a loss leader, says a trader. Says customers subscribing to the channels along with a 12-month broadband contract and BT Vision contract will pay GBP11.99 per calendar month, while BT pays BSkyB GBP17.14 per month and also subsidises the Vision boxes. But, notes that the company says this pricing is within the guidance set at its strategy day. Overall, thinks the announcement will be taken well. BT Group closed Wednesday at 130.1p. News Corp. (NWS), which owns Dow Jones & Co., publisher of this newswire and The Wall Street Journal, holds about a 39% stake in BSkyB. (andrea.tryphonides@dowjones.com) Contact us in London. +44-20-7842-9464 Markettalk.eu@dowjones.com (END) Dow Jones Newswires July 01, 2010 02:53 ET (06:53 GMT)