Terrestrial broadcaster La Sexta capped its launch Monday by announcing it had secured exclusive Spanish rights to all the 64 games in this summer’s World Cup soccer tournament for around E120 million ($144 million).La Sexta will broadcast at least the opening game, the Spanish team’s games and the final, a rep said. La Sexta is negotiating with Spain’s dominant pay TV operator, Sogecable, to air matches on its satellite digital service, Digital Plus. If Spain exits in the quarter-finals after five matches, advertising revs on these matches plus the opening game and final could be worth around $30 million, estimated Luis Fananas at Deutsche Bank. Controlled by Spanish production companies the Arbol Group and Mediapro, La Sexta only reaches homes in parts of key cities that have modern antennae. The “must see” programming will persuade Spaniards to adapt antennae or buy digital set-top boxes.
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