Channel 4 Bets On Sky For Interactive Gambling Service
Channel 4 looks set to provide viewers with increased betting opportunities through their televisions, following a deal with Sky Bet, BSkyB’s wholly-owned betting business.
Sky will provide the broadcaster with interactive betting services for its live coverage of horseracing events. The service will run alongside a range of interactive services provided by Channel 4, including information on the day’s runners and riders, betting tips and competitions.
Digital satellite viewers will be able to use their remote control to place a bet while watching Channel 4’s live coverage. Sky Bet will receive branding through the deal, with logos present as viewers press their red button. Upon placing a bet, viewers will also be presented with other opportunities, including the ability to place a wager on other sports covered by Channel 4, such as cricket.
A range of gambling will be available to viewers, from win-only or each-way bets to forecasts, tricasts and accumulators. Access to customers’ accounts will be available through interactive television or the internet.
Commenting on the deal, Andy Taylor, managing director of 4Interactive said: “We are delighted to be incorporating these interactive services so closely into our horseracing coverage. Channel 4 has a strong reputation as an innovative broadcaster of horseracing and introducing such sophisticated new services will make the experience for the viewer even better.”
Nick Rust, managing director of Sky Bet, added: “The synergy between live televised sport and betting is a key factor behind the strong growth in interactive TV betting. The addition of interactive betting on Channel 4’s horseracing coverage will help broaden the appeal even further and drive sustained growth for Sky Bet.”
The deal between Sky and Channel 4 follows speculation earlier this year the Sky Bet could move to secure the broadcasting rights to the majority of Britain’s horseracing events following the collapse of Attheraces, the digital channel it ran with Channel 4 and Arena Racing consortium (see BSkyB Could Move To Secure British Horse Racing Rights).
Channel Four: 020 7396 4444 www.channel4.com Sky: 08702 40 40 40 www.sky.comRecent Television Stories from NewsLine IPA Demands Separate Sales House For ITV-Owned GMTV Big Brother Finalé Attracts Record 9 Million Viewers ITV3 To Launch As Free-To-Air Offering In November
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