FetchTV viewers in the UK will be able to bet on sporting events as they unfold on television following a deal between online gambling group Betfair TV and IP Vision, parent company of Fetch.
The deal will see a live betting application and odds information provided by Betfair and signifies the first time that interactive betting will be available via a Freeview set top box, IP Vision claimed in a statement this week.
Eddie Abrams CEO IP Vision said: "The connectivity of our SmartBox has been at the forefront of signing this deal with Betfair. As applications for connected TV's and set top boxes become more commonplace consumers will start to embrace them on a much wider scale. Our set top box provides a cost effective way to utilise connected applications such as this one.
"The application will be launched in August 2010 and we're confident that this will be the first of many more interactive services we can add to the FetchTV platform to ensure our customers enjoy everything that technology has to offer," he added.
"Our customers thrive on live televised sports-connecting a TV to the internet is becoming commonplace," said Simon Miller, CEO of Betfair TV.
"With the Betfair TV widget, putting a bet on a match or any sporting event as the action unfolds takes a few simple button presses on the remote control. Our comprehensive, up to the second odds are ideally suited to this medium."
The Betfair TV app will launch on FetchTV in time for the start of the English Premier League football season.
Last week Betfair and the giant television manufacturer Samsung inked a deal which will see the two companies partnering to offer the world's first sports-betting application on Samsung internet-connected HDTVs in time for the FIFA World Cup 2010 kick-off.
Source: InfoPowa News