Is it in HD then on BT? Considering their Olympic rights too it is time they make the Eurosport Player or equivalent streams available on all platforms which could in theory distribute it including BTTV, SkyQ and actually DTT
via the connected channels.
I wouldn't read anything in to Eurosport moving up a quality notch in the BTTV multicast service, which is effectively a private multicast service that sends streams to the exchange over an internal BT-owned backbone, and then out over BT fibre IP+VDSL connections. This multicast solution is best thought of as 'IP Cable'. It's not internet streaming.
This is a VERY different tech solution to the unicast streaming service used by Smart TVs, Freeview IPTV, tablets, mobiles etc. that go over the public internet.