The channel, which will only be available as a premium station, will broadcast live soccer, Gaelic football, hurling and cricket.

However, unlike most other Setanta channels, it will lack English Premier League soccer as the Australian rights to that are held by Fox Sports.

However, Roger Hall, the CEO of Setanta's International Division, played down the extent of any challenge to Fox.

"We can co-exist very comfortably with them, " he said.