C4 pilots online betting scheme

Channel 4 is testing online betting, which could appear on its digital terrestrial service later this year.

The online service will be linked to its highly regarded racing coverage. The project is in its early stages and the broadcaster has yet to approach any potential partners such as betting organisations like Ladbrokes.

However, Ladbrokes is already the backer of an interactive TV system called Two Way TV, and invested 11m in the venture last year.

C4 director of strategy and development David Brook refuses to comment on the move.

But another senior source co-ordinating the channel’s digital organisation admits: “We have been looking at online racing during the past few months. C4 racing is a strong property for us and this may be a way to exploit it.”

C4 is keen to maximise its high-profile brand image in the terrestrial TV market and exploit its strongest properties.

The broadcaster is also known to be looking at setting up a pay-TV movie channel, which will show a mixture of UK-made films and world cinema.

The channel is ranked 28th on the list of European media owners, with revenues of 414m last year, according to Zenith Media research on Europe’s top 50 media companies.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here