BT has launched an attack on the pay TV market by axing the prices that customers are charged to watch English Premiership football matches through its network. The group has gone to war with competitors Sky and Virgin Media by offering access to Sky Sports 1 and Sky Sports 2 for £16.99 a month, over a third less than the £26 monthly subscription charged by Sky. However, Sky succeeded in derailing the launch of BT's price plan yesterday by raising its own prices hours before BT's announcement. The digital broadcaster is increasing retail prices by £3 a month, which automatically triggers a rise in the wholesale prices charged to rivals. As a result, BT is likely to make a loss on its sports coverage. The wholesale price of buying both Sky Sports 1 and Sky Sports 2 together will rise from £17.14 to £19.07 a month. Meanwhile BT will only charge customers £16.99 to access these channels. Financial Times, p11