So the England -v- Ukraine football match will only be available to view (at cost) on the Internet.

“[Kentaro] said Kentaro would take a maximum of one million subscribers for the match – which he said equates to about 2.5 million viewers – because this would be the “safe number to stop at to ensure the optimal broadcast”.

Hmm. I’m not sure my broadband connection – as much as 768kbps at times… –  will ever provide “the optimal broadcast” for any streaming media.

“Andrew Croker, executive chairman of Perform, insisted England fans would “embrace” the internet broadcast.

“I think consumers are pretty sophisticated now, particularly in the UK, where we have been in the vanguard of adopting new technology,” he told BBC Sport.

“I think people want a choice – the chance to watch football in a different way. This is pioneering, very exciting and I think people will enjoy it.”

Yes it would be a different way for me – rather than high quality and effectively free broadcast on my television, I can have intermittent and choppy images on my Mac if I’m prepared to pay through the nose for it. Well guess what: I’m not!