|The Gaming Channel, operator of popular Sky Digital interactive UK gaming channel Avago TV launched iSportsTV this week, a channel devoted to ‘grassroots sports punters’. The new transmission, which can be viewed on Sky Digital at EPG slot number 431, features sports such as horseracing and football – a departure from the bingo and keno based games of Avago. However, the vast majority of content will be pre-recorded footage which, according to Damian Cope of the Gaming Channel, will put the emphasis on interactive gaming rather than sports betting. 'A lot of bookies are moving away from sports betting, because they're making a fortune from fixed odds terminals,' said Cope. However, an agreement with the World Series of Racing has secured the channell live coverage of the Japan Cup this Sunday, the Hong Kong Cup and all World Series races in 2004, including the Dubai World Cup.|
iSportsTV is subscription-free and screens 24 hours a day, with a live broadcast show playing out between 10am and midday Monday to Friday.