Broadcaster ART -- which has just lost the exclusive rights to rival Showtime Arabia -- has come under fire for sending text messages to subscribers, urging them not to switch platforms next season.
One such text, sent by an ART distributor and seen by Brand Republic, says: "Dear Customer, do not pay any additional charge, watch the best games of English Cup and Premier League on Man United, Chelsea and Liverpool Clubs Sport Channels on ART Sport."
The message refers to the fact that ART will air the club's own TV channels, which are only allowed to show delayed coverage of some games.
In an official statement prepared in conjunction with Showtime, Phil Lines, head of international broadcasting and media operations at The Premier League said: "No other broadcaster in the region has the rights to air any of the Premier League games live or even delayed on the same day.
"It is important to clarify that Club Channels will not be showing any live matches nor will they be able to show delayed broadcasts of matches on the same day that they are played."
Showtime has accused ART of attempting to confuse sports fans. Marc Antoine d'Halluin, President and CEO, said: "Attempts by other broadcasters pretending they have the English Premier League through delayed club broadcasts, will be viewed by football fans as an obvious misrepresentation."
Meanwhile, Showtime has unveiled Rob McCaffrey, former Sky Sports presenter, as lead presenter for its coverage. He will be joined by Derek Whyte, former Scotland international, and previously a pundit on ART's Prime Sport channel.
Showtime intends to broadcast all 380 Premiership games live next season, with Arabic and English commentary.
The company is currently constructing state-of-the-art studios in Dubai to accommodate more than 500 hours of live studio coverage and 760 hours of live match broadcasting per season.
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