Setanta Sports Launches on DIRECTV as a Premium Subscription Service April 26, 2005

Setanta Sports Launches on DIRECTV as a Premium Subscription Service April 26, 2005

SAN FRANCISCO, April 20 /PRNewswire/ -- The newest arrival on America's sports broadcasting scene is a premium channel that will offer the most extensive line-up of popular European football (soccer) programming ever in the U.S. The channel, Setanta Sports, launches in the U.S. on DIRECTV, the country's leading digital television service, on April 26, 2005, it was announced today by Setanta Sports North America Ltd., the channel's sole owner.

Setanta Sports debuts on DIRECTV on Tuesday, April 26 at 6:00 a.m. E.T. and will be available to residential subscribers for $11.99 a month and commercial subscribers for $100 a month. It will air seven days a week, 18 hours a day through August and then expand to a full, 24-hour channel. The DIRECTV carriage agreement is part of a long-term strategy by both parties to serve the increasing demand for European and international football (soccer) in the American market.

The channel will be offered as a premium subscription service and is expected to attract an audience from various ethnic communities and predominantly male 25-54 European, expatriate football fans living in the U.S. DIRECTV reaches over 13.9 million homes across the U.S. and Setanta Sports has extensive experience and expertise in serving these ethnic and expatriate audiences. Setanta Sports is also negotiating digital distribution deals with other cable, satellite, broadband and wireless providers.

The channel is dedicated to distinctly European football (soccer) from enormously popular football countries such as England, Ireland, and Scotland and also carries an increasing number of European and world-class rugby events. Setanta Sports programming will feature top-quality LIVE sports productions from renowned European broadcasters.

The network's parent company, Setanta Sports, has already delivered successful, pay-per-view sports event programming on DIRECTV and has attracted a loyal following with its closed-circuit television business that broadcasts unique, LIVE sporting events around the country. The company's success has been in providing European football programming that is not shown by any other sports networks to Europeans living in the U.S. and Canada. Setanta Sports will continue to operate and expand on its commercial businesses as it launches this new channel of program offerings for residential and commercial customers. The channel will also provide integrated sponsorship packages for sponsors and advertisers to reach this passionate football audience.

The launch of Setanta Sports in the U.S. led to a major brand identity initiative unveiled across a number of mechanisms including Setanta's international network of television channels, a new consumer website http://www.setanta.com/usa , an on-line newsletter and a public relations campaign. July and August, 2005, will mark the beginning of a major marketing campaign to kick off the European football season with plans to include targeted print and on-line advertising, television campaigns, and event promotions. The network is designed primarily, but not exclusively, for European expatriates living in the U.S. and those of European ancestry whose passion for popular national sports keep them connected to their country of origin. With the growing phenomenon and interest in soccer in the U.S., Setanta Sports expects its European-style on-air presentation and programming line-up will also attract sports fans from all walks of life.

Setanta Sports will feature no less than 1,000 LIVE and short-delay sports events, including the UEFA Champions League, the premiere club competition for European Club teams; the FIFA World Cup Qualifying matches; the UEFA Cup, the secondary, Europe-wide knock-out competition for Club sides; the Coca Cola Championship (previously the National League); Manchester United and Chelsea matches, the British and Irish Lions rugby tour and Tri-Nations rugby.

Setanta Sports worldwide is a leading, international pay television broadcaster and the number two sports broadcaster in the United Kingdom. It provides top sports leagues and events to more than 60 million digital television homes globally and to commercial venues in six countries including the U.S. Setanta Sports operates more sports channels than any other broadcaster in the United Kingdom and Ireland. Privately owned, Setanta Sports has offices in Dublin, London, Glasgow, San Francisco and Sydney. The company was founded in 1992 and began operating its close-circuit television business in the U.S. in 1996.

Contacts: Denise Arrigali, 678-580-1245, darrigali@comcast.net Setanta Sports

Bob Marsocci, 310-726-4656, ramarsocci@directv.com DIRECTV, Inc.

Source: Setanta Sports

CONTACT: Denise Arrigali, +1-678-580-1245, or darrigali@comcast.net , for Setanta Sports; or Bob Marsocci of DIRECTV, Inc., +1-310-726-4656, or ramarsocci@directv.com

Web site: http://www.setanta.com/usa

------- Profile: Ent