BSkyB Expands ITV Services in Ireland

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British Sky Broadcasting Group plc has expanded the reach of its digital interactive-television services to Ireland, where the direct-to-home provider has about 250,000 subscribers.

The Irish subscribers will not need to pay more for the service, nor buy new hardware to receive it.

The launch, which occurred Wednesday, allowed Irish subscribers to use the "Sky Active" portal to play games, send electronic mail, purchase mobile ring tones, bet on sporting events and respond to quizzes or votes. In January 2003, the service will also offer interactive advertisements.

Prior to the launch, Irish subscribers had already been able to use interactive services to watch sporting events, news and movies.

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