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The satellite TV battle for male audiences enters a new phase next month when pan-European sports channels Eurosport and Screensport merge. The move also sees the demise of Screensport's sister general entertainment channel Lifestyle.
The growing demand for strong pan-European ad vehicles and the scarcity of cable capacity to support two sports channels are given as reasons for the merger. The new channel will be called Eurosport and will use the original Eurosport transponder on the Astra satellite.
Like music and news, sports programming has universal appeal, not subject to national and cultural borders and the new Eurosport believes it is in...