European operators are still struggling to seal the mega content deals that will catapult them into the ratings for television services. It’s not that they don’t have content: BT, for one, has signed deals with companies including BBC Worldwide, Paramount, Warner Music Group, Endemol and National Geographic. It’s just hard to see where they will differentiate in a fiercely competitive market, particularly if they haven’t signed up “killer” content rights such as soccer (Total Telecom July 2005, p.18).