Sports channel broadcaster plans major e-push

Setanta Sports, the Irish-owned cable and digital sports television broadcaster, has invested in a major online push to boost take-up of its pay-per-view channels.

The company – which operates seven digital pay-per-view channels in the UK and a subscription channel for UK expatriates in the US – will be running online advertising, an interactive viral game and a data-capture microsite. Creative is by Scottish digital marketing agency Dog Digital.

The Setanta online campaign forms part of the broadcaster’s biggest advertising push, which will also include TV and press work.

Last month, Setanta picked media agency Mike Colling & Company (MC&C) to work on an advertising strategy for increasing subscriber acquisition and retention.

Also last month, it was announced that William Hill is to sponsor Setanta Sports’ TV channels in a three-year deal believed to be worth six figures. The bookmaker will be the primary partner for betting on Setanta’s UK subscription services and its North American Sports Network.

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