BT Sport burst onto our screens last summer, and has acquired an impressive selection of Premier League and FA Cup games to screen, as well as landing Champions League rights from 2015.
The channel aims to break Sky's dominance, and is going from strength to strength.
As part of their plans to raise the bar, they quietly brought back former SkySports pundit and commentator Andy Gray for Everton's FA Cup win in the last round.
It was the first mainstream television broadcasting job in the UK that Gray had taken on since being dismissed by SkySports in 2011.
After receiving positive feedback from fans about his commentary in the last round, BT has announced Gray will get a second shot with them for the Arsenal v Liverpool clash in the FA Cup fifth round this weekend.
Gray, despite being a former Everton player, is remembered also for his dramatic commentary when Steven Gerrard scored a sensational volley against Olympiakos a decade ago, to keep them in the Champions League.
As fascinating as it will be to hear Gray back in the commentary booth this weekend once again for such a monumental fixture, it also means a weekend off for former England striker Michael Owen.
Owen retired at the end of last season after a spell with Stoke City, and straight away landed the BT co-commentary gig, but it's been a divisive move for the channel in terms of public opinion.
During the Liverpool v Arsenal match last weekend at Anfield, Owen was trending on Twitter, and not for positive reasons. And it's become a regular occurrence, with the striker regularly lambasted, although he also states he has been given positive feedback by fans he is improving.
Owen's been quite outspoken this season, perhaps in an effort to ditch the 'dull' tag people placed on him ahead of the season, and has written off Arsenal and Mesut Ozil at seemingly every turn.
So the news he won't be commentating this weekend, and Andy Gray will, has gone down quite well with Gooners, and even Liverpool fans, as the reaction via Twitter below displays:
Andy Gray back on bt sport and I am praying this means that Michael Owen will never commentate again— Matt Gamby (@matt_gamby) February 13, 2014
As if Michael Owen wasn't bad enough, BT Sport now announce Andy Gray as a co-commentator on Arsenal v Liverpool on Sunday. Take a bow, son!— Martin James (@martjjames) February 13, 2014
Well happy that Andy Gray is commentating the Arsenal v Liverpool game on Sunday! Also means no Michael Owen, hallelujah!— Toppo (@ToppoLFC) February 13, 2014
Andy Gray back just when Gerrard's in the best form since 2005? OH YA BEAUTTTTTTTTTTTT— SCOUSERSSTRIKEAGAIN (@Andylecky) February 13, 2014
Having @btsport have andy gray back co commentating is making me want to sign up asap! "You dont save those"!!!— David Graham (@dgraham21lfc) February 13, 2014
On the positive side for Sunday Andy Gray will commentate ahead of Michael Owen— LMcC (@Gooner181997) February 13, 2014
NO MICHAEL OWEN ON SUNDAY, MIRACLES DO HAPPEN...— Khalid™ (@K_AFC93) February 13, 2014