Occasional use satellite service providers are steeling themselves for two great sporting events this year. But with fixed events a rarity in this sector and increasing competition from ever more sophisticated terrestrial contribution, can OU evolve? In the unpredictable world of occasional use (OU) satellite services, events such as the Euro 2004 and the Olympics are two welcome sporting certainties gracing the diary for 2004. Just how far these events will spur further demand by focusing attention on sports coverage and heightening the profile of OU satellite services remains to be seen. "Demand has been pretty flat during the last year, but it will peak during the summer months, thanks to the Olympics and Portugal 2004," says John Dunlop, head of broadcast marketing at broadcast services provider Kingston Communications.
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