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Kirkby beat Marc Allera, the head of BT’s consumer division, who was tipped as the leading internal candidate, to the top job. But despite being drafted in from Sweden’s Telia, which she has run for the past four years, Kirkby is “very much a continuity candidate”, according to James Barford, an analyst at Enders Analysis.

Kirkby’s job is “all about execution”, said Barford. The 56-year-old Scot is well acquainted with the sector and the need for big changes to combat its multiple challenges.

Karen Egan at Enders Analysis said Kirkby would be ‘more of a continuity candidate’ which ‘made sense as BT is mainly trying to stay the course.’

Analysts at Enders, the media consultancy, said illegal subscription “IPTV” services delivered to TV sets through a dedicated app were in effect being enabled by major internet companies — including search engines, mobile stores and social media platforms — by allowing the discovery of, and access to, pirated content. 

It adds to a gloomy picture for the future of sports rights and Adam Dalrymple, a research analyst who specialises in the field for Enders Analysis, says the Premier League is entering the market at a difficult time.

“The Premier League has its work cut out for it to match the £5.1bn they raised last time,” he told i.

“All its potential bidders are in cost-cutting mode, inflation has hit consumer demand and other flagship football rights auctions in Europe have struggled to reach their revenue targets in recent months.

“However, the Premier League rights remain the most effective engine for driving pay-TV subscriptions in the UK ahead of this upcoming auction.”

“This is a really tough market,” says James Barford, of Enders Analysis. “The broadband market this quarter shrunk as a whole…. it’s a very tough environment.”

When the sale was announced, Douglas McCabe, CEO and director of publishing and tech at Enders Analysis, told the Standard that the economics for City AM as a free print publication were “challenging”, and so a buyer would need a plan to elevate its online offering.

“Commuters — particularly commuters into the City — have remained stubbornly low post-pandemic, and the impressive corporate advertising that City AM carved out for itself in the late 2000s and early 2010s has also declined,” he said. “The unit costs of printing and distribution exploded in 2021 and 2022, and have not returned to pre-Ukraine levels.

“Any buyer would need a belief and vision for the brand as an online use-case."