Perform, the multimedia sports content company, has put its livesport.tv platform on to Facebook.
Livesport.tv is a group of around 50 video channels showing different sports, ranging from football to boxing.
Not all the matches will be of immediate interest to big UK audiences. Today the "soccer" channel is showing Beijing Guoan v Shanghai Shenxin.
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But the idea of creating a separate "ecology" within Facebook offering video on demand (VOD) sport may be the shape of things to come. Why use the wild and difficult-to-navigate internet when you can get it all within the familiar context of Facebook?
Oliver Slipper, Joint-Chief Executive Officer at Perform said: "Our focus with Facebook will be to use targeted advertising to communicate with niche fans around the world looking for special interest live sports content and use the in-built virality of the platform to target the hundreds of millions of sports fans on Facebook to share our VOD sports content and drive video views globally."
Perfrom's shares rose 1.5% in very early trading, since the beginning of the year the stock has gained 47.5%.
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