BR Video: 'Greedy' Setanta's brand hit after £1m highlights demand

When Brand Republic took to the streets most members of the public thought that Setanta was to blame for the failure to agree a highlights deal for the England v Croatia match rather than terrestrial channels such as the BBC and ITV.

Despite labelling Setanta as the guilty party and chants of "We hate Setanta" from some England fans at the match in Croatia, members of the public don't think the brand will suffer any long-term damage.

Setanta paid £5m for the rights to the match and attempted to sell the highlights package to the BBC and ITV for £1m but negotiations broke down, with Setanta claiming their offers were too low.

ITV offered £250,000, which it doubled to £500,000 on the day of the match, but Setanta rejected the bid.

Setanta ended up showing highlights for free on one of its own channels a few hours after the game and later sold a delayed package for £100,000 to ITV, which showed the goals a day later.

The 11.30pm-12.30am England highlights package attracted around 240,000 viewers, peaking at midnight with 281,000 viewers and a 4.8% share.

Highlights shown a day later on ITV drew 1.6m viewers -- an average of 200,000 more than Setanta had for the full live game.

Trevor East, Setanta's director of sport, said: "Setanta will continue to take steps to try to agree sensible and realistic commercial terms with terrestrial broadcasters so that highlights of future international games will be made available to as many television viewers as possible."