LONDON — In another tie-up with satcaster BSkyB, the U.K.’s upstart terrestrial web Five launched an enhanced TV betting service aimed at Sky digital subscribers Thursday.
Auds will be able to bet on soccer matches and a range of fixed odds games via interactive service, Sky Bet Vegas, plus program and channel support info.
Additionally Sky Bet will sponsor all Five’s live soccer coverage until the end of next season.
Five, controlled by Pan-Euro media giant RTL, last year signed a news supply contract with Sky News.
The development of an iTV betting service is the first concrete move by Five, the smallest of Blighty’s terrestrial webs, to roll out a digital strategy.
There has been speculation that the outfit would launch a spinoff digital channel aimed at preschool children, but that is yet to be greenlit.