ITV in discussions with BT over Premier League football

A groundbreaking deal with BT could allow ITV to offer live Premier League football matches for the very first time, according to a report.

The Telegraph said BT is in talks with the broadcaster over a proposed agreement to screen some of the 154 games it secured in this summer's rights auction to a terrestrial audience.

BT would use the deal to showcase content from its own pay-television service, BT Vision, which is set to feature a dedicated football channel.

In June, the company agreed a £738 million deal with the Premier League for 38 matches a season over a three-year period, starting from 2013.

Chief executive of BT Vision Marc Watson has said the live TV rights will be used as a "calling card" to help promote other services.

"This is about creating the opportunity to build more customer relationships," he commented after the deal was secured.

Speaking in June, Premier League chief executive Richard Scudamore said BT's involvement will "deliver new ways in which fans will be able to follow the competition".

BSkyB will continue to broadcast the majority of fixtures, having secured the rights to 116 games per season.