The news that Eir (formerly Eircrom) has bought Setanta Sports could have a big impact on Irish consumers... but what benefits could this new deal actually mean to people?
Virgin Media and Sky are two of the biggest broadband/TV providers in Ireland and Eir are looking position themselves as a viable third option. Setanta Sports has lost the rights to their 3pm Premier League games from next season but they also have the licence to broadcast BT Sport in Ireland, so Eir subscribers can have access to Champions Cup rugby, Premier League, UFC and Champions League action.
This could come in the form of TV subscriptions or as Rob Hartnett of Sport for Business speculated on the Last Word on TodayFM, Eir might give away their TV package for free when users subscribe to their broadband.
That might seem overly generous but BT do a similar thing in the UK and it has worked for them.
With an increased financial backing, Setanta might also be able to bid for the rights to more sporting events.
And if a credible alternative to Sky and Virgin develop, it hopefully means more competitive prices for consumers.
Listen to the discussion on the impact of Eir buying Setanta here.