Simon Tyers takes a look at Setanta Sports News, Sky's unthreatening rival
Watching Setanta Sports News, you are reminded of the scene in I’m Alan Partridge where, on being told by the BBC director of programming that the glut of regional police shows he has listed suggests there’s too many, Partridge suggests “that’s one way of looking at it. Another way of looking at it is, people like them, let’s make some more of them.” Sky Sports News is delivered by a combination of an authoritative father figure/elder brother type and a power-dressed blonde while information scrolls around them. Setanta has decided that the only way to improve on this is to have a go at it itself and hope nobody makes the connection.