Convergence culture from TV to on-line and cinema as England v Ukraine World Cup qualifier is to be broadcast on internet and in cinema’s but not TV!‏

Here at Future Artists we have been arguing for a long time now that the world is changing, that instead of TV, Film and On-line platforms are converging and need to be treated as such. Think we’ve just seen the real start of it, see below.

Original Source is the guradian, Monday 5 October 2009 10.31 BST

England v Ukraine World Cup qualifier to be broadcast on internet

Football fans must pay to watch streaming online or in Odeon cinemas, as game is not available on TV or in pubs

Frank LampardFrank Lampard celebrates after helping England qualify for the 2010 World Cup last month. Photograph: Eddie Keogh/Reuters

England‘s World Cup qualifier on Saturday will be the country’s first competitive match screened exclusively on the internet.

England’s match in Ukraine will be broadcast exclusively live over the internet for the first time at for £4.99, if users sign up early.

The media group Perform will stream the match on a pay-per-view basis after the collapse of the pay-TV platform Setanta earlier this year. The company failed to agree rights offers with traditional broadcasters such as BBC, ITV or Five.

Setanta had originally bought the rights to all England’s group games, but after the Irish broadcaster collapsed they reverted to international agency Kentaro. After weeks of talks Kentaro has finally decided on the live pay-per-view internet option by the media group Perform. Perform, a digital sports specialist, streams more than 15,000 events a year, attracting millions of site users a month.

Until Wednesday, 7 October the cost of watching the game will be £4.99 for a live pass. From Thursday the charge rises to £9.99, going up to £11.99 on Saturday. Throughout the country the game can be watched live at the Odeon cinema chain, but the match will not be available in pubs. The game kicks off at 5.15pm, but coverage on the internet starts at 4.45pm.

The news has angered supporters who want to watch the action on television. England have already qualified for the 2010 World Cup, winning all eight of their group matches.

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