Premiere outlines new TV strategy and gambles on relaxed betting laws

摘要

Premiere, the German pay-television broadcaster, this week unveiled a strategy to use gambling to attract new television subscribers, a week after BSkyB announced a similar plan. Georg Kofler, the company's chief executive and second-largest shareholder, told analysts that the company wished to evolve into Germany's leading betting brand, ahead of established bookmakers. Exclusive live sport, another plank of the new strategy, will be the "impulse driver" for betting on Premiere, Kofler said.