Christine Costello, co-founder of More2Screen, the company behind the deal, said recordings of La Scala opera had proved popular when tested earlier in the year. But the opera house had never had the capacity to broadcast live until now. "When it's live you get the sense that anything could happen - whether it's opera or anything else. There was an opera where the audience at La Scala booed Roberto Alagna on stage [for example]," she said.