Channel 4 is "in talks" to launch a new gaming channel on Freeview in order to generate more revenue, according to Broadcast.

The news comes after ITV recently announced a similar strategy for its upcoming fourth digital station.

C4's new channel would be an offshoot of the successful '9 Live Quiz TV' programme trialled on E4 last year.

Commercial arm 4 Ventures is now in discussions with German broadcaster 9 Live about the joint venture, which would be available as an FTA channel for the estimated 5 million Freeview households.