Production staff work in the gallery during the BT Sport channel launch program at the BT Sport studio in the Queen Elizabeth Olympic Park, in east London August 1, 2013. Britain's BT launched its much heralded sports TV service today in the biggest challenge to the dominance of BSkyB since Rupert Murdoch launched the pay-TV group over 20 years ago. REUTERS/Suzanne Plunkett (BRITAIN - Tags: MEDIA SPORT BUSINESS)