BT TV boss: Sport channel is 'important strategic move'
1 August 2013 Last updated at 11:45 BST
BT Sport launches on Thursday as part of the company's plans to compete with Sky and boost revenues.
BT Television chief executive Marc Watson described the launch as an "important strategic move" for the company.
The firm previously announced it had signed up more than 500,000 subscribers - but many are existing BT broadband customers who receive the channels for free after renewing their contracts.
Speaking to the BBC News Channel, Mr Watson was unable to say how many Sky Sports customers had signed up but said it was "a lot".
"The proposition is generating a lot of interest", he continued, "Four in five households have broadband - only one in five takes premium sport".