B***B is to launch a new sports channel devoted entirely to Formula One motor racing and will use it to drive takeup of high definition television.
*** Sports F1 HD will be the satellite broadcaster's first channel devoted to a single sport. *** bagged UK TV rights to Formula One for the first time earlier this year in a joint deal with the BBC, which previously had exclusive coverage of the sport.
The channel, which will broadcast for all of the nine-month F1 season from next year, will be available to subscribers to *** Sports 1 and *** Sports 2, and to non-sports customers who subscribe to its HD services. *** Sports subscribers without HD will receive a standard definition version.
*** Sports F1 HD will broadcast between March and November and feature live coverage of all practice and qualifying sessions and every race in the calender.
The broadcaster has decided to broadcast each race free of ad breaks. When ITV had the F1 rights for a decade up to 2007 it attracted criticism for breaking away from key moments in races for ads.
The BBC will broadcast half of the season's F1 races live, including showpiece events including the British grand prix, Monaco and the final race of the season.
*** Sports F1 HD will be at 408 on ***'s electronic programme guide. The slot is currently occupied in HD homes by *** Sports 1 in standard definition, and in standard definition homes by *** Sports 1 HD.
*** included it in the HD package because it believes a large proportion of F1 fans are interested only in motor racing and no other sports.
The *** Sports managing director, Barney Francis, said: "Formula One followers are hungry for more and we want to give them the ultimate experience. It's not just every minute of every race but a channel devoted to Formula One.
"We can now tell the whole story of the season, from every grand prix, from start to finish. Formula One will get the full *** Sports treatment. We have big plans for live shows and a rich lineup of Formula One programmes; getting to the drivers, exploring the technology and lapping up the drama.
"With a dedicated channel for Formula One we can also give all sports fans the depth and breadth of sports they demand every weekend, right through the year."
The B***B chief executive, Jeremy Darroch, added: "This brand new channel again proves ***'s commitment to investing in the best content for customers. It will give even more value to *** customers and create another reason for others to consider pay-TV.
"This is another example of the value we are creating for customers through our content leadership. It follows the recent launch of other high-quality new channels like *** Atlantic and *** 3D as well as our growing commitment to UK original content in areas such as drama, comedy and the arts."
