Round one to Murdoch as 500,000 pay to see Bruno

MATHEW HORSMAN

Media Editor

More than 500,000 British households have agreed to spend pounds 9.95 each to watch Frank Bruno battle challenger Mike Tyson for the world heavyweight boxing championship, to be broadcast this weekend on a pay-per-view basis only.

That translates into revenues nearly pounds 5m, the bulk of which will go to BSkyB, Rupert Murdoch's satellite service, and the holder of exclusive broadcast rights to the fight. As many as 2 million Britons are expected to watch the fight at home or with friends in what will be the country's first experience with pay-per-view television.

The revenue figures does not include sales to clubs, cinemas and pubs, which pay a higher rate. Many of these have been unable to extend their licences to serve alcohol at the 4am fight time. Although Tyson is the clear favourite, about 95 per cent of punters in Britain are backing Bruno, quoted at 3-1 by bookmakers. Tyson, who has fought only twice against mediocre competition since serving a prison sentence for rape, is quoted at 1-5.

Cable operators who are taking a transmission feed from BSkyB to deliver the fight to their customers also stand to earn revenues. Only Videotron has refused to offer the event, citing "technical" issues.

Additional sales could be rung up today, when the price rises to pounds 14.95. On the basis of sales to date, 10 per cent of all cable and satellite homes in Britain have taken up the pay-per-view offer. A takeup rate of 8 per cent for such programmes is considered a success in the US, where pay-per-view is well established.

BSkyB's decision to broadcast the fight on PPV was harshly criticised by many in the media, who argued that subscribers already pay hefty subscription fees and should not be asked to pay more. Many predicted the experiment would fail.

A rival broadcaster said: "This is clearly a fantastic level of response, despite all the bad publicity surrounding Sky's decision to charge extra for the fight. But if they can't do it with the biggest fight in decades, then nothing would have worked."

BSkyB declined to comment on the sales. "We are pleased with the response," a spokeswoman said.

The controversial decision to air the fight on a pay-per-view basis is being watched closely by other broadcasters, including the ITV companies, and by advertisers, who have been concerned that PPV and other forms of subscription television could threaten advertising on commercial television. Sky has said it will show the without commercial interruption.

Ken Jones, page 32