William Hill PLC (‘William Hill’) has signed an agreement with Digital Interactive Television Group Limited (DITG) to launch a William Hill branded television channel on the Sky digital platform.

The channel is targeted for launch in late 2004 and will eventually offer a variety of editorial programming covering sporting events and betting opportunities, simple random number generated betting opportunities, an interactive service allowing sports bets to be placed with William Hill, and potentially, live sports broadcasts. The up front investment associated with the development and initial launch of the service is not expected to be material to William Hill.

This initiative will allow William Hill to develop further its already successful interactive business via a growing platform that currently reaches over 7million homes in the UK. It also holds out the prospect of making the channel available on other platforms including digital cable networks and via broadcast in licensed betting offices subject to obtaining the necessary regulatory approval and/or acceptable commercial terms.

Commenting on the planned launch of the channel, David Harding, Chief Executive of William Hill, said:

‘This initiative places William Hill at the forefront of the UK betting industry in exploiting interactive television, which is gaining growing 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”.


William Hill
David Harding, Chief Executive 0208 918 3910
Tom Singer, Group Finance Director 0208 918 3910

Ben Brewerton 0207 404 5959

Digital Interactive Television Group Limited (DITG)
Damian Cope, Managing Director, Betting & Gaming 0207 942 7942

Published on: 12:00AM on 20th May 2004