William Hill to launch TV channel

Bookmaker William Hill will launch its own branded television channel later this year featuring live events and editorial content.

The deal signed with the Digital Interactive Television Group will also give satellite viewers a chance to place bets and play interactive games by using the red button on their remote control.

Damian Cope, Managing Director of DITG’s Gaming Division, told Media Week: "DITG has already shown it can service traditional broadcasters - this partnership shows us doing the same in the gambling arena with the UK’s biggest bookmaker."

David Harding, Chief Executive of William Hill, added: "This initiative places William Hill at the forefront of the UK betting industry in exploiting interactive television, which is gaining growing acceptance as a transactional platform.

“Our well known and trusted brand, ability to cross-promote the service to customers in other parts of our business, and choice of partner in DITG, a proven operator in this field, should provide us with significant advantages in pursuing this new profit stream."