Campaign

This month marks the anniversary of a significant milestone in UK broadcasting. Not to mention in the lives of serious sports fans across the nation. It's the 10th anniversary of the launch of Sky Sports News.

Certainly one of the most watched channels in the Darby household and a must have for anyone wanting keep up with any football related news. It's also the channel that brought us the legendary Jeff Stelling and spawned the excellent Soccer Saturday, the show that has changed the whole world of football results services.

And Sky has pulled off the trick of delivering this service in a slick and professional style. Anyone who thinks this is easy need only tune into Setanta's rival sports news service to reminded of just how well Sky Sports News delivers.

Quite what it delivers for advertisers is another matter, it's not the sort of channel that lends itself naturally to ad breaks and would benefit massively from any further liberalisation in sponsorship and branded content guidelines.

But that's for the next ten years ahead. For now, happy birthday Sky Sports News I don't know what I'd do without you.