Television Markets 'Make Betting More Accessible'

Betting opportunities created for shows like Big Brother and The X Factor have apparently opened up gambling for females.

Being able to gamble on reality television shows has opened up betting to a new audience and females in particular, according to Jennie Prest, public relations (PR) manager at William Hill.

Moreover, she claims that the betting market for programmes such as Big Brother and Britain's Got Talent is now "well established".

Describing its appeal, the PR boss said: "It's a thing for people who are not interested in the core bookmaking products - what is seen as having a bet in terms of [the horses] or greyhounds or even football."

William Hill has predicted that the reality TV industry will provide the gambling firm with a turnover of £100 million in 2008.

Meanwhile, Channel 4 series Big Brother is reportedly the most popular of all the reality shows in terms of betting.