▁N TL : T ele west ) ▁and ▁T alk T alk ▁Plus ▁TV ▁( then ▁known ▁as ▁T is cal i ▁TV ). ▁Initial ▁industry ▁reaction ▁was ▁positive ▁although ▁there ▁was ▁some ▁criticism ▁that ▁set ▁up ▁costs ▁were ▁expensive ▁and ▁it ▁was ▁noted ▁that ▁B T ▁Group ▁were ▁entering ▁a ▁compet itive ▁market . ▁In ▁May ▁ 2 0 0 7 , ▁B T ▁Group ▁launched ▁a ▁national ▁advert ising ▁campaign ▁for ▁B T ▁V ision . ▁B T ▁V ision ▁was ▁the ▁second ▁IP TV ▁television ▁platform ▁in ▁the ▁UK , ▁after ▁Home choice ▁TV . ▁ ▁The ▁aim ▁was ▁to ▁attract ▁" h undred s ▁of ▁thousands " ▁of ▁customers ▁by ▁the ▁end ▁of ▁ 2 0 0 7 ▁and ▁ 2 – 3   mill ion ▁in ▁the ▁medium - term . ▁However , ▁ad option ▁was ▁slow ▁and ▁by ▁February ▁ 2 0 0 8 ▁B T ▁V ision ▁had ▁just ▁ 1 5 0 , 0 0 0 ▁customers . ▁ ▁Prem ium ▁sport ▁deal ▁B T ▁acquired ▁the ▁rights ▁to ▁carry ▁ 2 4 2 ▁same - day ▁( but ▁not ▁live ) ▁Premier ▁League ▁football ▁matches ▁per ▁season ▁in ▁a ▁three - year ▁deal ▁covering ▁the ▁ 2 0 0 7 – 0 8 , ▁ 2 0 0 8 – 0 9 ▁and ▁ 2 0 0 9 – 1 0 ▁seasons ▁in ▁a ▁joint ▁bid ▁with ▁B S ky B ▁on ▁ 2 5 ▁May ▁ 2 0 0 6 , ▁prior ▁to