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Friday, August 13, 2004


Sky Bet, BSkyB's wholly-owned betting business, has signed a deal with 4Interactive, Channel 4's interactive division, to provide interactive betting services for Channel 4's live coverage of horseracing. The interactive betting service will sit alongside a range of interactive services, including information on the day's runners and riders, betting tips and competitions, starting with Channel 4's Racing Coverage from Newbury, Newmarket and Ripon on Saturday, August 14, 2004.

Digital satellite viewers will be able to use their Sky remote control to place a bet on a race while watching Channel 4's live coverage. On pressing the red button, viewers can select Sky Bet, which will offer a comprehensive range of betting opportunities on horseracing and other sports including Channel 4's cricket coverage. Horseracing bets on offer will include "win only", "each way", "forecasts", "tricasts" and "accumulators" on all of the afternoon's races. Sky Bet customers will be able to log in and bet using their existing interactive TV or internet account.

Nick Rust, Managing Director at Sky Bet, said: "The synergy between live televised sport and betting is a key factor behind the strong growth in interactive TV betting. The addition of interactive betting on Channel 4's horseracing coverage will help broaden the appeal even further and drive sustained growth for Sky Bet."

Andy Taylor, Managing Director of 4Interactive said: "We are delighted to be incorporating these interactive services so closely into our horseracing coverage. Channel 4 has a strong reputation as an innovative broadcaster of horseracing and introducing such sophisticated new services will make the experience for the viewer even better."

Sky Bet, which increased its revenues by 63% to £191 million in the 12 months to 30 June 2004, allows Sky digital viewers to place bets through the television on a wide range of sports events. In addition to betting through the television, Sky Bet also operates betting services through the telephone, WAP and across fixed-line telephony, mobile and the internet.

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