That's until Murdoch's lawyers sue him in court and I'm afraid your guy will lose mate. In some cases, the publican has ended up losing his business owing to the extreme costs involved in defending a High Court action.
There is a publican in Portsmouth named Karen (don't know her last name) that took her case for using foreign sat system to the European Court of Human Rights which upheld her ascertation that she should be able to use any satellite system available in the EEC. Problem is, a UK High Court agreed with Murdochs hordes so it was all in vain. I would warn your local publican that he ought to be very circumspect i.e. not advertise the fact.
SKY have a total legal lock on satellite TV transmissions in the UK for most premium sports.
One of the most compelling reasons for opting in to the EEC thing is that we (the humble Brits) can enjoy the same rights and privileges that other member states do, right?
WRONG!