Hill enters television picture

William Hill PLC has announced that it has signed an agreement to launch a dedicated television channel on the Sky digital platform.

The William Hill branded channel is targeted for launch in late 2004 and will eventually offer a variety of editorial programming, covering sporting events with betting opportunities, simple random number generated betting opportunities, and potentially, live sports broadcasts.

The agreement with Digital Interactive Television Group Limited will allow Hills to develop its interactive business.

Subject to obtaining the necessary regulatory approval, it also holds out the prospect of making the channel available on other platforms, including digital cable networks and Hills own licensed betting office estate.

David Harding, chief executive of William Hill, said: “This initiative makes William Hill the market leader in the UK betting industry in terms of exploiting interactive television, which is gaining growing acceptance as a transactional platform.”