ITV has decided not to cover Euro 2008 in response to England's national team failing to qualify for the finals of the tournament.
Traditionally, broadcasting rights are shared between the network and the BBC but bosses at ITV felt that the lack of involvement of any British teams meant that live coverage was not necessary.
It is reported that the company will miss out on around £10 million in advertising revenue as a result of the move.
The BBC will go ahead with plans to cover the tournament in its entirety, while ITV will show post match highlights only.
Past figures show that the BBC generally wins the viewing figures battle, with 14 million watching its coverage of the final of the 2006 World Cup, compared to just three million for ITV.
The BBC has also landed the rights to show matches online and expects to draw many viewers as a result of a large number of players from the British leagues taking part in the tournament.
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21 October 2010
21 October 2010
21 October 2010
20 October 2010
20 October 2010
