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LONDON -- Pay TV firm British Sky Broadcasting and public broadcaster the BBC have secured the rights to show Football League matches for three seasons starting from 2009-10, the league said Tuesday.

The agreement is worth 264 million Pounds ($551 million) over the period -- a 135% increase on the League's existing broadcasting arrangements, it said.

Under the new terms, Sky Sports will broadcast 65 live matches from the Football League -- the three divisions below the Premier League -- Football League playoffs and League Cup matches.

BBC Sport will broadcast 10 matches live from the English Championship (second division) and some League Cup games.