Even then, Sky would still trump up Setanta in regards to sports news - Sky Sports News had a much larger reach as the majority of its viewers were on Freeview and it was well established compared to the newcomer that was Setanta.
Setanta Sports News was also really bad, as well, it was really under-resourced and they used to repeat the few stories they had far too frequently. It was so blatantly rushed onto the screen. They also had next to no footage as well, and I remember at the time people suggesting that even without Sky Sports News, you got better coverage from the sports bulletins on BBC News and Sky News than from Setanta Sports News.
Their coverage of the death of Phil O'Donnell during an SPL match was absolutely awful, Sky Sports News and the news channels gave it almost rolling coverage, but Setanta, despite having exclusive rights to the SPL and presumably having reporters at the match, were hopeless, every time I switched over they were talking about the Premier League results. I know people slag off Sky Sports News for endlessly promoting Sky Sports content but they are at least prepared to talk about breaking news in stuff they don' have the rights to. Setanta were just using it for brand building purposes.