Not to be outdone by arch-rivals Sky and BT Vision, Virgin Media (opens in new tab) is to woo sports fans by launching a new free TV channel, Setanta Sports News, and a dedicated sports portal on its website.
Setanta Sports News will offer a mix of breaking news, comment and analysis from across the world of sport to all Virgin cable TV customers at no extra cost.
And visitors to the new sports website (opens in new tab) will be able to watch highlights from all Barclays Premier League, Coca-Cola Championship, League 1 and League 2 matches for free.
Ex-Southend footballer and comedian Terry Alderton will present video commentary, news and views on the portal. Virgin Media has also lined up several columnists - including Kelly Dalglish, Eddie Irvine, Andrew Castle and Alistair Cook - to cover sports from rugby to golf and motor sport.
Today's announcements follow last week's news that subscribers to Virgin Media's XL TV package will get six Setanta sports channels for free, from today. Customers on other Virgin packages can add the Setanta channels to their existing service for an extra £8 a month.
BT Vision and Sky have already have already unveiled their plans to provide additional sports coverage for their viewers.