Premium TV was originally created and owned in 1998 by NTL, as a sports rights company within the new media sector. After NTL went bankrupt in 2002 it became independently owned, while carrying a debt of more than £30 million.
Premium TV appointed Carrot Communications in 2005 to position the company as a serious player in the global new media scene. With a raft of sports clients, including the FA Premier League, World Rally Championship and ATP Masters Series, the company was looking to build on their existing sport expertise and expand into the entertainment sector.
Through Carrot Communications, Premium TV announced more than 45 deals and strategic partnerships. With clients growing from niche sports areas, such as Professional Darts Corporation (PDC), in 2005 to large entertainment brands, such as Warner Music International and Virgin Media, in 2007. The announcements, media interviews and by-lined articles generated media coverage on broadcast channels, national newspapers and new media and broadcast trade publications.
Premium TV was sold in July 2007 to Access Industries, a US Industrial Group, for £25 million. The company boasts one of the largest broadband and mobile platforms in Europe and hosts over 150 websites and 50 mobile internet sites.