C4 enters negotiations to set up interactive TV gambling service

Channel 4 is in talks with four gambling companies with a view to setting up an interactive TV gambling service this summer.

The channel is negotiating with Littlewoods Bet Direct, Ladbrokes, Blue Square and Skybet about establishing the service. One company is expected to sign before the beginning of the summer.

Channel 4 wants to have an interactive gambling service, which digital viewers can access from the main channel, in place by September. The end of its involvement in Attheraces, the dedicated horseracing channel, means there will be added importance on the creation of a successful scheme. Attheraces was created up by Channel 4, with partners Arena Leisure and BSkyB, to generate revenue through interactive betting on horses. Channel 4 pulled out of the venture as it was not generating enough revenue.

Arena announced yesterday (Tuesday) it will continue to operate Attheraces with Sky.

Channel 4’s interactive gambling service will also cover other sports shown on the channel, such as cricket. But Channel 4’s decision to offer the service will come as particular relief to the horseracing industry after worries that the broadcaster may withdraw from the sport.

A spokeswoman confirms Channel 4 is in talks to renew its broadcasting contract with 49 racecourses, which ends in June. She adds: “There will be a slight reduction in coverage, but the deal is likely to be similar, with around 200 hours of horse racing a year.”

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