| Service: |
Partnership between Channel 4 and Sky Bet |
| Launch: |
August 2004 |
| Focus: |
Main focus of service on Channel 4 racing |
| Design: |
Co-branding of Channel 4 and Sky Bet |
| Commercial model: |
Revenue share |
| Solution: |
Based on existing Sky Bet service |
| Solution: |
Sky Bet offers Morning Line viewers a “price promise” so odds are fixed regardless of demand |
© C4/Sky Interactive Ltd. All rights reserved.
Sky Bet and Channel 4 have a partnership whereby Sky Bet is the only betting company that sits behind the red button on Channel 4.
The main focus of the service was to be Channel 4 racing. By introducing an interactive service, viewers could place bets on races without leaving their sofa.
The technical solution for the service was based on the existing Sky Bet service that viewers can access behind the Sky channels. The design, however, was adjusted to produce a co-branded version.
Sky Bet offers a “price promise” for viewers of Channel 4's Morning Line racing programme. This means for the duration of the programme Sky Bet holds its prices (offers the same odds) for Channel 4 viewers whenever they press the red button, whatever the demand.
Channel 4 and Sky Bet have also run several competitions for viewers.
The service is based on a revenue-share commercial model.
The service has been extremely successful with a significant number of Channel 4 racing viewers pressing the red button.