Pools firms reject BDB betting idea

Digital terrestrial TV operator British Digital Broadcasting has approached pools companies about using its channels for interactive betting – but the operators have turned it down.

Both Littlewoods and Vernons say the price BDB is asking for access is too high. They also have doubts about the medium’s effectiveness for selling pools coupons.

One pools source says: “It is a bit early to decide if it is appropriate for pools. The traditional pools customer is not exactly at the forefront of technological development.”

The move comes as the gambling industry assesses the possibility of using interactive digital TV to take betting into punters’ living rooms. Betting chain Ladbrokes has invested more than 11m in Two Way TV. And Channel 4 is running interactive betting trials for its racing coverage. But interactive betting from home is a controversial issue because it raises fears about gambling addiction and unintentional access by children.

Littlewoods’ home shopping division has teamed up with Granada Group to launch a shopping channel on terrestrial, satellite and cable systems. A Littlewoods spokesman says that if the pools business were to test digital TV sales it would probably use this channel rather than BDB.

See News Analysis, page 17

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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