|William Hill announced today that its anticipated digital iTV betting channel, Channel 425, will launch on 6th October. Free to view on the Sky platform, the Channel will initially offer greyhound racing content and casino style games, but Hills says it is already in talks with regard to offering other sports betting.|
“We have already received numerous enquiries from other sports and particularly from promoters who wish to showcase their greyhound racing live on Channel 425,” said David Hood, Public Relations Director at Hills. “But, we would rather walk before we run with this enterprise. We can bring a considerable wealth of expertise to the channel in terms of greyhound racing and bookmaking, but this is very much a learning curve for the company in terms of managing a TV station. We do not expect Channel 425 to produce the type of Sky Sports spectaculars that viewers have become used to, there won’t be too many bells or whistles on Channel 425, but it will be a professional show with good betting content and available on a nightly basis.”
Channel 425 will initially show live greyhound racing from Tuesday through to Saturday nights, but it is expected that the channel will move to providing live greyhound racing seven days a week within a matter of months.
David Harding, Chief Executive of William Hill, said of the launch: ‘This initiative cements William Hill's position as the market leader in the UK betting industry in terms of exploiting interactive television, which is gaining acceptance as a transactional platform. Our well known and trusted brand, ability to cross-promote the service to customers in other parts of our business, and choice of partner in DITG, a proven operator in this field, should provide us with significant advantages in pursuing this new profit stream.”