Flextech launches new entertainment channel

Flextech is to launch a new general entertainment channel early next month, Digital Spy can confirm.

'Player', spun off from the Player strand on Challenge, will essentially be a blend of both Challenge and Bravo: themes include action adventure, fighting, gambling, poker, football and drive-time.

"The channel will comprise high octane action content that will celebrate the essence of human competition together with the voyeuristic thrill of excitement and the emotion of risk-taking," said a spokeswoman. Topical and exclusive content will feature, including from genres not currently under the remit of Flextech's channel portfolio.

Launching Player at 10pm on Thursday, March 2 will be Robert De Niro movie Casino, with other launch highlights including live coverage of the Italian football game between Sampdoria and Juventus on March 4 and poker drama Tilt, also premiering on March 4.

"Player will be gritty and intense," said Jonathan Webb, director of programming for Bravo, Trouble and Challenge. "It will be about taking risks and winning and losing big. Our shows will explore in depth the worlds of poker, football, fighting and driving and will capture the moments and the stories of the people we most admire as true players."

A 24/7 channel, Player will be available via Sky and Telewest from launch. On Sky, Player will be located in a prime slot in the entertainment section of the EPG, sandwiched between Challenge and Bravo on channel 123.