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For the first time, the Swiss public will be unable to watch World Cup
games on their TVs unless they have signed up to a cable or satellite
subscription channel.
It follows the move by the Swiss public broadcasting corporation to shelve
plans to cover the 2002 World Cup finals due to the high price being asked
for the rights. The news is a blow to Swiss fans who are currently third
in their group, which includes Russia, Yugoslavia and Slovenia. Public
TV and radio channels in Denmark, Finland, Iceland, Norway and Sweden
have also chosen against transmitting live coverage of matches in the
competition.
The total bill for the Swiss would have worked out at over US$6.5 million
in addition to the cost of sending TV crews to the Far East. German media
magnate, Leo Kirch in partnership with Swiss company ISL purchased the
European rights for the 2002 and 2006 World Cups at a cost of US$2.24
billion, outbidding the European Broadcast Union.
Pay per view is also a distinct possibility looming on the viewing horizon
for the Swiss among others. Switzerland hosted the 1954 finals and have
appeared in six other World Cups.
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