Sky subscription prices will not rise this year for care home operators, despite some businesses being asked to pay more.
Pubs and bars are seeing subscription rates increase by 10% from August as the broadcaster looks to recoup the cost of its new contract for Premier League football.
Sky will pay £4.176 billion to broadcast 126 live Premier League matches from next season, almost double the price it has paid for the past two years.
But Alison Hackney, communications controller at Sky Business, told Care Home Professional that prices would not increase for care homes.
Sky views the care home sector as an important market. It is well documented how important television is to elderly residents, and most premium new homes offer subscription television in resident rooms as well as in increasingly lavish cinema rooms.
Watching football is regularly used as a group activity that residents plan their weeks around.