News Corp's NDS which claims to be a leading provider of technology solutions for digital pay TV has announced a joint venture with Rank, one of the world's leading leisure and entertainment groups. The parties will deploy a dedicated interactive games and betting channel, featuring bingo-style and other numbers games.

One of the betting channels, Fancy a Flutter, will launch on BSkyB's Sky Active menus. An official release informs that the JV channel will offer a mixture of pay-to-play and play-for-fun interactive games. The four launch games are Bingo-Keno, Madcap Keno, Roll 'em and Fruit Frenzy, based on existing titles on the highly successful Rank.com website.

Fancy a Flutter viewers, who must be over the age of 18, can register either on the channel or online. The emphasis of the games is on fun and reward, available 24*7. From a minimum stake of 20 pence, players can win up to GBP500,000 payouts on some games, with winnings credited to registered debit or credit cards.

Fancy a Flutter will be delivered securely by NDS Value @TV interactive TV system and integration technologies from its subsidiaries Orbis and Visionik for game/account management and design/application development. Rank is providing its fixed odds bookmaker permit, use of Rank and Mecca brands as well as marketing and customer service expertise.

Fancy a Flutter managing director Martin Smith said: "This channel is here to offer the most entertaining and rewarding fixed odds games on interactive television to players over 18. Fancy a Flutter is looking to create a growth customer base by producing a stream of compelling bingo and lottery-style games that will be continually developed, maximising the fun factor. Through NDS and Rank, the channel will harness world class leading gaming and technology, offering thrills, speed and convenience to viewers."