MarketingVOX: UK broadcaster UKTV is airing niche sporting events online and then running the highlights on the TV network, writes Media Life (via MediaBuyerPlanner).

The UK network uses TV to promote the paid online service. On April 13, the UK operator - which runs a network of 10 very specific channels - began offering live Euroleague basketball games on its internet subscription service, uktvslam.tv. "It's the first time we know of in the UK that the TV has been used to drive audiences to broadband coverage in this way," said Martin Henlan, sports development manager at UKTV.