Dan Marks, chief executive of BT television services, said that it was extremely unlikely the telecoms group would bid for broadcast TV rights but would consider on-demand rights.
He told Broadcast: "We do not see ourselves as a broadcaster because we are not broadcasting channels over our lines. We are making content available to customers on demand. So yes, we will consider every possibility when it comes to on demand rights for sports."
BT has said it will begin trials of its TV-over-broadband service by autumn 2006 and this week (26 October) announced a deal with electronics company Philips to supply its set-top box.